An Existing Brand Extension Gabrielle Pitt CSU Global MKG340 Product & Brand Management Jan 24, 2021

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by Gabrielle Pitt5 views·Updated Jan 27, 2021
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  1. Hello And today I will be evaluating an existing brand
  2. extension from Abercrombie and Bitch, based upon the seven steps
  3. in our textbook strategic brand management by Keller.
  4. Okay, the first step is to define actual and desired
  5. consumer knowledge of the brand.
  6. Consumers view Abercrombie and Fitch as an apparel brand for
  7. college age men and women.
  8. Millennials may remember Abercrombie and Fitch as a brand for
  9. attractive people, as former CEO Jeffrey stated in a 2014
  10. interview. However, since Fran Horowitz became CEO around 2017, she
  11. has since wished that consumers remember the brand as an
  12. all inclusive apparel brand for men, women and non binary
  13. genders. This is how al becoming Fish desires the consumers
  14. to feel when we're calling the Abercrombie and Fitch brand.
  15. The second step is to identify possible extension candidates based
  16. upon the print brand similarity to the parent brand Abercrombie
  17. Fitch. The most recent brand extension from Abercrombie Fitch is
  18. intimate, such as boxers for men and bras and panties.
  19. For women, this brand extension still fits with the pant
  20. bang Abercrombie Fitch as it is still inoperable.
  21. Wearable item.
  22. The third step is to evaluate the potential off the
  23. extension candidate based upon salience, favorability and uniqueness.
  24. Analysis of the three C's consumer, corporate and category is
  25. especially helpful in this step.
  26. The consumer may not expect intimate apparel from Abercrombie and
  27. Fitch, especially the women consumer, and in the instance of
  28. the bra category.
  29. It is important Thio first think about what abroad is
  30. supposed to do for a woman.
  31. A bra is supportive of the chest area AB becoming
  32. Fitch Sizing is extra, extra small toe extra large, whereas
  33. the standard draw in the United States goes upon the
  34. band size and the cup size.
  35. Therefore, consumers may not trust I becoming Fitch bra sizing
  36. to be supportive.
  37. From a corporate standpoint, Abercrombie Fitch was once viewed as
  38. a brand that was only for attractive people and their
  39. promotions reflected as such.
  40. Because of this, Abercrombie Fitch has refrained from promoting the
  41. intimate apparel and has not demonstrated any photos of women
  42. in the bras.
  43. Uh huh.
  44. From a category standpoint, Keller suggests that a successful brand
  45. extension should have extensive promotion and advertising efforts.
  46. If it does not, then it is unlikely to be
  47. successful because Abercrombie Fitch has not promoted the intimate apparel
  48. such as bras.
  49. For women it is, And for that consumers are not
  50. excited about the brand extension.
  51. The fourth step is to evaluate the extension evidence based
  52. upon the four factor model.
  53. How compelling the extension evidences, how relevant the extension evidences,
  54. how consistent the extension evidence is and how strong the
  55. extension evidence is.
  56. How compelling the extension evidence is?
  57. Is that sandals?
  58. Where once and successful brand extension from Abercrombie and Fitch,
  59. if one thinks of an outfit, you have your shoes,
  60. your pants and your shirt in the past, al becoming
  61. fish on leash, old shirts and pants.
  62. So shoes such a sandals.
  63. We're a nice fit for the brand extension relevancy.
  64. Intimate apparel is still a wearable item is consistent with
  65. the brand because I'm coming.
  66. Fitch is a clothing apparel brand.
  67. Intimate are a wearable apparel item, so it's still consistent
  68. with the brand product portfolio.
  69. However, there is not strong evidence that consumers actually wanted
  70. bras from Abercrombie and Fitch, especially since the sizing is
  71. not based upon the standard US sizing off band size
  72. and cup size.
  73. I'm becoming Fitch sizing is just extra extra small toe.
  74. Extra large consumers are unsure if the bra will be
  75. supportive enough for their chest area.
  76. The fifth step is to consider possible competitive reactions, advantages
  77. based upon the opinions of consumers and also their reactions.
  78. A competitive advantage by consumers opinion is that consumers can
  79. purchase an entire outfit, just Abercrombie and Fitch.
  80. So if they need a specialty, brought for a particular
  81. style of shirt, they're able to purchased that all at
  82. once from one store Abercrombie pitch.
  83. A possible reaction from consumers, particularly the woman, is she
  84. may not.
  85. I feel certain that the broth of Abercrombie Fitch, based
  86. upon its sizing, would be supportive of her chest area.
  87. Therefore, she may not make a purchase decision until reading
  88. reviews or hearing word of mouth from friends about the
  89. quality of the product.
  90. Number six step is to design a marketing campaign to
  91. evaluate success of the brand extension.
  92. However, Abercrombie Fitch has not created a marketing campaign for
  93. the bras.
  94. There is little to no promotion of the instruments, apparel
  95. and bras.
  96. It is believed that they do this because they do
  97. not want to go backward in their brand imaging, as
  98. mentioned before, are becoming fish used to position themselves as
  99. a brain for attractive people.
  100. However, now their brand image is an all inclusive brand
  101. for everyone, regardless of gender.
  102. They do not want to go backwards.
  103. So it is inferred that the corporate wishes not to
  104. promote the bras at all and fears that the consumer
  105. may believe that it is too sexy.
  106. Because of this, consumers don't seem to be too excited
  107. of how the intimate apparel from ever coming and Fitch.
  108. The second step is to evaluate extension success, an effects
  109. on parent brand equity based upon the little promotion of
  110. the intimate apparel, specifically bras from Abercrombie and Bitch.
  111. It is inferred that the Bras brand extension was not
  112. the best brand extension for Abercrombie and Fitch.
  113. Consumers are unsure what to think if the brows will
  114. be supportive of their chest area because of the sizing
  115. extra extra small toe extra large.
  116. If Abercrombie and Fitch were Thio design a marketing campaign
  117. for the bras, it would generate more excitement from consumers.
  118. And if they were to redesign the sizing off the
  119. bras, consumers, especially the woman, would trust that the broad
  120. would be supportive of her chest area and be more
  121. inclined to make a purchase decision