Macy’s Inc.: Redrafting the Brand Architecture

Macy’s Inc.: Redrafting the Brand Architecture

Lamb, Amanda M.; Elston, Lauren P.; O’Rourke, J. S. (Editor) Notre Dame
February 12, 2018
SKU: BUS-347

Region of the world: North America
Topic: Strategy & General Management
Price: $4.00 | €0.00
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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. 12 pp. Case #08-08 (2008).