cb2 canada goose presetnation-tracy mia riki
TRANSCRIPT
Brand History
Target Customer Group
CBBE Pyramid
Brand Extension
Extreme weather outerwear
Brand identity
Extreme weather outerwear
Performance: Styling, good performance, high price, made in Canada
Brand meaning:
Brand identity
Extreme weather outerwear
Imagery: Many celebrities’ wear, reliable, successful, upper class, charming, outdoorsy
Performance: Styling, good performance, high price, made in CanadaBrand
meaning:
Brand identity
Extreme weather outerwear
Imagery: Many celebrities’ wear, reliable, successful, upper class, charming, outdoorsy
Brand meaning:
Brand identity
Brand response
Judgments:High quality, credibility, warmer
Performance: Styling, good performance, high price, made in Canada
Extreme weather outerwear
Imagery: Many celebrities’ wear, reliable, successful, upper class, charming, outdoorsy
Brand meaning:
Brand identity
Brand response
Feelings:Self-respect, fashion, cool, warmth, social approval, fun
Judgments:High quality, credibility, warmer
Performance: Styling, good performance, high price, made in Canada
Extreme weather outerwear
Imagery: Many celebrities’ wear, reliable, successful, upper class, charming, outdoorsy
Brand meaning:
Brand identity
Brand response
Feelings:Self-respect, fashion, cool, warmth, social approval, fun
Brand resonanceLoyaltyAttachmentCommunityEngagement
Brand relationships
Performance: Styling, good performance, high price, made in Canada
Judgments:High quality, credibility, warmer