0
Source: BrandAsset® Valuator USA, HHI>75K, 2012-FH2013
Coach is a Leadership brand, but is showing signs of
commoditizatio...
2
Losses on attributes that are imperative for a luxury brand to
own, like style, prestige and quality, have fallen – indi...
3
Coach is viewed as a less stylish and upscale brand than
competitor, Gucci
Source: BrandAsset® Valuator USA, HHI>75K, FH...
4
Coach occupies a space of its own, known for classic
attributes like Original and Authentic, but lacks the prestige
and ...
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BAV Consulting Takes a Look at the Coach Brand

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Coach is a Leadership brand, but is showing signs of commoditization with an important audience.

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Transcript of "BAV Consulting Takes a Look at the Coach Brand"

  1. 1. Source: BrandAsset® Valuator USA, HHI>75K, 2012-FH2013 Coach is a Leadership brand, but is showing signs of commoditization with an important audience; households with income greater than $75K 0 20 40 60 80 100 USA, HHI>75K, 2012-FH2013 Energized Differentiation is a brand’s ability to excite consumers. Relevance is a measure of how appropriate consumers feel a brand is to them. Knowledge develops after a brand’s essence is understood. Esteem is a measure of respect, admiration and reverence for a brand. For Coach, Energized Differentiation has decreased and is now lower than Relevance, which is a sign that Coach has lost its point of difference and is now being seen as a commodity. A decrease in Esteem indicates that consumers are losing respect and admiration for the brand.
  2. 2. 2 Losses on attributes that are imperative for a luxury brand to own, like style, prestige and quality, have fallen – indicating a brand that is slipping Source: BrandAsset® Valuator USA, HHI>75K, 2012-FH2013 USA, HHI>75K, 2012-FH2013 0% 10% 20% 30% 40% Stylish Trendy Glamorous Upper Class Prestigious Distinctive High Quality High Performance FY 2012 FH 2013
  3. 3. 3 Coach is viewed as a less stylish and upscale brand than competitor, Gucci Source: BrandAsset® Valuator USA, HHI>75K, FH2013 USA, HHI>75K, FH2013 0% 10% 20% 30% 40% Stylish Trendy Glamorous Upper Class Prestigious Distinctive High Quality High Performance Coach Gucci
  4. 4. 4 Coach occupies a space of its own, known for classic attributes like Original and Authentic, but lacks the prestige and Trendiness of Gucci, Kate Spade and Michael Kors Source: BrandAsset® Valuator USA, HHI>75K, FH2013 Perceptual Map, USA, HHI>75K, FH2013 Different Distinctive Unique Dynamic Innovative Leader Reliable High Quality Arrogant Authentic Best Brand Carefree Cares About Customers Charming Daring Down To Earth Energetic Friendly Fun Glamorous Good Value Healthy Helpful High Performance Independent Intelligent Kind Obliging Original Prestigious Progressive Restrained Rugged Sensuous Simple Social Socially Responsible Straightforward Stylish Traditional Trendy Trustworthy Unapproachable Up To Date Upper Class Visionary Coach Leatherware Gucci Kate Spade Michael Kors Cole Haan Kenneth Cole High Class New and Trendy Basic and Respected Classic
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