Brand-building is increasingly a collaborative effort not only related to brand marketers (Keller 2013). It is believed that customers are truly in charge of the brand, any new marketing strategies should be carried out from customers’ perspective. In other words, it is whether customers will accurately response to marketing activities and refresh their brand knowledge in the expected way that matters. For the future five years MYER’s brand management, proactive recommendations are designed to maintain and enhance MYER’s customer-based brand equity over time.
5.1 Consistency between CBBE and firm’s perception of brand equity
To begin with, as it is mentioned in the inventory part, “finding wonderful” was one of the firm’s primary perception of brand equity meaning from 2014. In terms of customer-based brand equity meaning, positive impression of “good atmosphere” and “various of products” is mostly in consistence with firm’s expectation. However, MYER is also labelled with “mass market” and “unfriendly staff”, which seems to be the significant breakthrough point to make progress.
5.1.1 In-store strategy - excellent display of merchandise
Excellent display of merchandise would be not only attractive to customers’ attention, but …show more content…
In order to realize the effective cost of delivery, MYER turned to store-based fulfillment and closed its third-party operated distribution in 2015. However, the new distribution channel would be indeed not as sophisticated as the original one and other competitors (such as DJ with more selection for delivery time). Therefore, delivery system still needs perfectly polishing. Apart from appropriate staff training, improvement of infrastructure and operations is necessary to be concentrated on to advance customers’ wonderful experience on Omni-channel shopping and consequently enhance brand
5.1 Consistency between CBBE and firm’s perception of brand equity
To begin with, as it is mentioned in the inventory part, “finding wonderful” was one of the firm’s primary perception of brand equity meaning from 2014. In terms of customer-based brand equity meaning, positive impression of “good atmosphere” and “various of products” is mostly in consistence with firm’s expectation. However, MYER is also labelled with “mass market” and “unfriendly staff”, which seems to be the significant breakthrough point to make progress.
5.1.1 In-store strategy - excellent display of merchandise
Excellent display of merchandise would be not only attractive to customers’ attention, but …show more content…
In order to realize the effective cost of delivery, MYER turned to store-based fulfillment and closed its third-party operated distribution in 2015. However, the new distribution channel would be indeed not as sophisticated as the original one and other competitors (such as DJ with more selection for delivery time). Therefore, delivery system still needs perfectly polishing. Apart from appropriate staff training, improvement of infrastructure and operations is necessary to be concentrated on to advance customers’ wonderful experience on Omni-channel shopping and consequently enhance brand