Macy’s Rebranding Itself as America’s Department Store for the 21st Century: Review of Macy’s Branding Strategies to Increase Its Brand Value
碩士 === 逢甲大學 === 國際經營管理碩士學位學程 === 104 === Macy’s Department Stores was founded in New York City over 150 years ago. It is still famous for its Thanksgiving Day parade, and being featured in the classic 1946 Christmas movie “It’s a wonderful Life”. As the US consumer Market rapidly changes, the Depart...
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| Format: | Others |
| Language: | en_US |
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2016
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| Online Access: | http://ndltd.ncl.edu.tw/handle/23gvax |
| Summary: | 碩士 === 逢甲大學 === 國際經營管理碩士學位學程 === 104 === Macy’s Department Stores was founded in New York City over 150 years ago. It is still famous for its Thanksgiving Day parade, and being featured in the classic 1946 Christmas movie “It’s a wonderful Life”. As the US consumer Market rapidly changes, the Department Store sector has been negatively affected. In a rebranding attempt in 2005, Macy’s now is referred to as “America’s Department Store”. Have Macy’s reinvention strategies increased its overall brand value to its customers and the industry in the past decade? Will Macy’s strategies serve as a template for department stores to follow?
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