Vol. 10(4), pp. 110-132, July 2022 , 2022.

ISSN: 2384-6151

https://doi.org/10.14662/ijebm2022160

 

 

Full Length Research

 

Brand Audit and Revitalisation Strategy for Charles & Keith

 

1Mary Eke Donald

 

1 University of Bradford  

 

 

 

Accepted 21 July 2022

Abstract

 

This study was carried out to identify business processes that hamper the global growth of Charles & Keith's market share and subsequently propose a communication plan on how to recruit and sustain new customers. Unsatisfactory support services were identified as a salient factor that prompted Charles & Keith’s customers to consider switching to substitute fashion brands. However, it pinpointed that customers associated Charles & Keith with quality and trendy products. The communication objectives were structured around creating brand awareness, repositioning the value proposition of the brand, and improving business processes for the utmost satisfaction of customers. This report was prepared to target American children through their mother because mothers were identified to be active mediators in commercials targeted at children. The report also targets young women in the United States of America because they were identified to have high financial and consumer purchasing power. The media landscape analysis showed that Facebook, Instagram, and Print media can be leveraged by Charles & Keith through influencer marketing to create brand awareness which will, in turn, add financial value to its brand. Because research carried out showed that Americans on Instagram trust brands endorsed by celebrities, they remember adverts they see online more than any other online user, they spend more time on Facebook compared to other social media and prefer reading print media to online magazines.

 

Keywords: Charles & Keith, Brand Audit, Brand revitalisation, communication strategy, Singapore, macroeconomics, microeconomics

 

Cite This Article As: Donald, M.E (2022). Brand Audit and Revitalization Strategy for Charles & Keith. Inter. J. Econ. Bus. Manage.10(4): 110-132