The additional rational and emotional dimensions of a brand is what differentiate it from products designed to meet the same need. The strategic brand management process including following steps: 

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• Developing Brand Strategy

  • Identify Brand Culture​

  • Consumer-Based Brand Equity

  • Segmentation & Targeting

  • Positioning

• Designing & Implementing Brand Marketing Programs​

  • Brand Identity ​

  • Brand Design

  • Brand Associations

  • Pricing 

  • Brand Communications

  • Brand Communities & Social Media

• Growing & Sustaining Brand Equity​

  • Brand Architecture​

  • Extending Brands

  • Managing Brand Portfolio

• Measuring & Interpreting Brand Value​

  • Brand Equity Audits​

  • Brand Value Chain

  • Consumer Value

  • Financial Value

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This project follows those steps to look at the brand - Victoria's Secret - and identifies the challenge this brand the facing now. To understand the history of the brand and how women consumers conceive this brand, survey and in-depth interview was conducted. Combining the results from our primary research and secondary research, a CBBE(Consumer-Based Brand Equity) model was build to better present the strengths and weaknesses in terms of brand salience all the way up to brand loyalty. on top of that, those results are useful to test our hypothesis built during primary research and then to better detect the problem. 

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At the same time, the marketplace was also carefully analyzed regarding to competition and market environment. With all the information in mind, while identifying challenges the brand is facing, several proper recommendations are also provided to hopefully tackle those issues. 

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My Role 

Project Manager

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My Part

Research, Survey, In-depth Interview, Challenge and Recommendation, Presentation Slides.