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Macy’s Inc.: Redrafting the Brand Architecture

Lamb, Amanda M., Elston, Lauren P., O’Rourke, J. S. (Editor)
February 12, 2018
North America
Strategy & General Management, Marketing & Sales
12 pages
Branding, customer loyalty, convertion, customer perception, department store
Student Price: 
$4.00 (€3.75)
Average rating: 

Macy’s controversial conversion of Chicago’s State Street Marshall Field’s Store is just one of many branding and customer loyalty challenges facing Macy’s Inc. today. After converting over 800 stores nationwide, Macy’s focus is to remain relevant and competitive by managing customer perception of quality as well as reinvigorating the department store experience.

Learning Outcomes: 
  1. To highlight the conflict that arises as a company attempts to strategically restructure its brands under a single, consolidated company and nameplate.
  2. To illustrate the strength of brand loyalty and its effects in terms of purchasing power.
  3. To encourage an analysis of a unique brand strategy that does not distinguish differing levels of quality in its product offerings.
  4. To encourage discussion about the viability of the company’s future and the threat of brand dilution.