BAV Consulting Takes a Look at the Coach Brand
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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.
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Coach is a Leadership brand, but is showing signs of commoditization with an important audience.
Transcript of BAV Consulting Takes a Look at the Coach Brand
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
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
Stylish Trendy Glamorous Upper Class Prestigious Distinctive High Quality High Performance0%
10%
20%
30%
40%
FY 2012 FH 2013
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
Stylish Trendy Glamorous Upper Class Prestigious Distinctive High Quality High Performance0%
10%
20%
30%
40%
Coach Gucci
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
DistinctiveUnique
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
HealthyHelpful
High Performance
Independent
Intelligent
Kind
Obliging
Original
Prestigious
Progressive
Restrained
Rugged
Sensuous
Simple
Social
Socially Responsible
StraightforwardStylish
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
