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Discussion Post: Brand Management
The Below are the questions after reading the case study attached and make sure that all parts of a question are answered as a separate paragraph.
Try to support with relevant examples wherever needed
1. How is the Eileen Fisher brand story embodied in its products and stores? Do you think it is a strong brand? Justify based on the core brand associations related to the brand?
2. How can Eileen Fisher reposition its brand based on brand architecture? Justify.
3. Has Eileen Fisher stayed true to its brand or strayed too far? What do you think will happen to the value of the brand in future?
4. Assuming you have been given the responsibility to expand the market of Eileen Fisher in Saudi Arabia, what will be your plan of action to strengthen its market share? Support your response citing strategies from your brand management course.
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