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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

TOMS Shoes

An Audit of Brand Equity

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

brand architecture products
Brand Architecture/ Products

TOMS Branded House

Line Extensions

Brand Extensions

channels
Channels

Primary Source

  • Nordstorms
  • Nieman Marcus
  • Whole Foods
  • Urban Outfitters-Niche
  • 180 boutiques
2010 one millionth shoe at t partnership
2010 “One-Millionth Shoe” AT&T Partnership
  • http://www.youtube.com/watch?v=Ay7xrXBa7Zo
evaluation at t one millionth shoe
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

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