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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
SKU:
BUS-004114
Region: 
North America
Topic: 
Strategy & General Management, Marketing & Sales
Length: 
12 pages
Keywords: 
Branding, customer loyalty, convertion, customer perception, department store
Student Price: 
$4.00 (€3.62)
Average rating: 
0
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.