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TOMS Shoes. An Audit of Brand Equity Colleen Ritchie . Rhianne Makovec . Anna Pitera . Kristina Gontcharova . Erin Bennett. Janet Yockers. Agenda. Review of Toms Equity pyramid. Brand Positioning Target Markets. Brand positioning pop and pod. TOMS Shoes.

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TOMS Shoes

An Audit of Brand Equity

Colleen Ritchie . RhianneMakovec. Anna Pitera. Kristina Gontcharova. Erin Bennett. Janet Yockers


Agenda


Review of Toms Equity pyramid


Brand PositioningTarget Markets


Brand positioning pop and pod

TOMS Shoes


Brand Architecture/ Products

TOMS Branded House

Line Extensions

Brand Extensions


Channels

Primary Source

  • Nordstorms

  • Nieman Marcus

  • Whole Foods

  • Urban Outfitters-Niche

  • 180 boutiques


Communication Web-Based Marketing


Toms Key Marketing actions


2009 “One for One” Viral video campaign


Evaluation 2009 “One for One” Campaign


2010 “One-Millionth Shoe” AT&T Partnership

  • http://www.youtube.com/watch?v=Ay7xrXBa7Zo


EvaluationAT&T “One-Millionth Shoe”

“This campaign allows TOMS to do something new and exciting that engages the members of our community and not only connects them to the brand” – Blake Mycoski


2010 “One Day Without Shoes” Event


Evaluation“One Day Without Shoes”


2010 Holiday Campaign


Evaluation 2010 Holiday Campaign


Recommendation 1: “Comfort your sole”


Recommendation 2:Flagship Stores


Recommendation 3:Expanded target market


Review of Toms Equity pyramid


Questions


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