publication . Master thesis . 2016

Victoria’s Secret : a case study of maintaining brand relevance

Ponomarenko, Polina;
Open Access English
  • Published: 06 Jun 2016
  • Country: Brazil
Abstract
Victoria’s Secret, which belongs to L Brands group, is the leading lingerie brand in its home market, US and globally, which has substantially shaped the industry of underwear in the last decades and successfully expanded into other product categories, such as swimwear, sportswear, apparel and beauty. It has been performing well financially in the resent years under the management of its CEO, Sharen Turney, who has left the brand in the beginning of 2016 and delegated to Leslie Wexner, the CEO of L Brands. However, in the last two years some questionable aspects of Victoria’s Secret marketing have been raised by media, competitors and consumers – the brand has g...
Subjects
free text keywords: :Ciências Sociais::Economia e Gestão [Domínio/Área Científica]
Related Organizations
19 references, page 1 of 2

5 Goldman, A. (1999). Amid Wear and Tear, Firm Seeks to Rework Image. [online] Los Angeles Times. Available at: http://articles.latimes.com/1999/apr/10/business/fi-25916 [Accessed 25 Apr. 2016].

6 Wahba, P. (2016). Investors Rattled After Victoria's Secret CEO Quits Suddenly. [online] Fortune. Available at: http://fortune.com/2016/02/12/victorias-secret-ceo/ [Accessed 28 Apr. 2016].

Aaker, D. (1996). Measuring Brand Equity Across Products and Markets. California Management Review, 38(3), pp.102-120. [OpenAIRE]

Aaker, D. (2004). The relevance of brand relevance. Strategy&Business, (35), p.4.

Aaker, D. (2011). Brand relevance. San Francisco, CA: Jossey-Bass, pp.100-120.

Aaker, D. (2014). Aaker on branding: 20 principles that drive success. New York: Morgan James Publishing, pp.192-195.

Aaker, D. and Joachimsthaler, E. (2000). The Brand Relationship Spectrum: The Key to the Brand Architecture Challenge. California Management Review, 42(4), pp.8-23.

Aaker, D. and Keller, K. (1990). Consumer Evaluations of Brand Extensions. Journal of Marketing, 54(1), p.27.

Barwise, P. (1993). Brand equity: Snark or boojum?. International Journal of Research in Marketing, 10(1), pp.93-104.

Bhattacharya, C. and Sen, S. (2003). Consumer-Company Identification: A Framework for Understanding Consumers' Relationships with Companies. Journal of Marketing, 67(2), pp.76-88.

Boush, D. and Loken, B. (1991). A Process-Tracing Study of Brand Extension Evaluation. Journal of Marketing Research, 28(1), p.16.

Creel, T. (2012). How Corporate Social Responsibility Influences Brand Equity. Management Accounting Quaterly, 13(4), pp.20-24.

Davis, S. (2015). 4 Steps to Building Relentlessly Relevant Brands. [online] Forbes.com. Available at: http://www.forbes.com/sites/scottdavis/2015/01/12/3-steps-to-buildingrelentless-brand-relevance/2/#1a9ee13b2a79 [Accessed 4 May 2016].

Hariharan, V., Bezawada, R. and Talukdar, D. (2015). Aggregate Impact of Different Brand Development Strategies. Management Science, 61(5), pp.1164-1182.

Hoeffler, S. and Keller, K. (2002). Building Brand Equity Through Corporate Societal Marketing. Journal of Public Policy & Marketing, 21(1), pp.78-89.

19 references, page 1 of 2
Powered by OpenAIRE Open Research Graph
Any information missing or wrong?Report an Issue