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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 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


Channels
Channels

Primary Source

  • Nordstorms

  • Nieman Marcus

  • Whole Foods

  • Urban Outfitters-Niche

  • 180 boutiques


Communication web based marketing
Communication Web-Based Marketing




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

  • 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



Evaluation one day without shoes
Evaluation“One Day Without Shoes”



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




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