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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



Review of toms equity pyramid

Review of Toms Equity pyramid

Brand positioning target markets

Brand PositioningTarget Markets

Brand positioning pop and pod

Brand positioning pop and pod

TOMS Shoes

Brand architecture products

Brand Architecture/ Products

TOMS Branded House

Line Extensions

Brand Extensions



Primary Source

  • Nordstorms

  • Nieman Marcus

  • Whole Foods

  • Urban Outfitters-Niche

  • 180 boutiques

Communication web based marketing

Communication Web-Based Marketing

Toms key marketing actions

Toms Key Marketing actions

2009 one for one viral video campaign

2009 “One for One” Viral video campaign

Evaluation 2009 one for one campaign

Evaluation 2009 “One for One” Campaign

2010 one millionth shoe at t partnership

2010 “One-Millionth Shoe” AT&T Partnership


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

2010 one day without shoes event

2010 “One Day Without Shoes” Event

Evaluation one day without shoes

Evaluation“One Day Without Shoes”

2010 holiday campaign

2010 Holiday Campaign

Evaluation 2010 holiday campaign

Evaluation 2010 Holiday Campaign

Recommendation 1 comfort your sole

Recommendation 1: “Comfort your sole”

Recommendation 2 flagship stores

Recommendation 2:Flagship Stores

Recommendation 3 expanded target market

Recommendation 3:Expanded target market

Review of toms equity pyramid1

Review of Toms Equity pyramid



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