Macy’s Inc.: Redrafting the Brand Architecture

Authors
Lamb, Amanda M., Elston, Lauren P., O'Rourke, J. S. (Editor)
Region
North America
Topic
Strategy & General Management
Marketing & Sales
Length
12 pages
Keywords
Branding
customer loyalty
convertion
customer perception
department store
Copyright Holder
Notre Dame
Student Price
$4.00
Target Audience
Graduate Students
Undergraduate Students

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.