Brand Equity

Brand Equity is a term that discusses the values of a brand, which detains the perception of the brands identity and perception in the public eyes.  A successful Brand Equity allows a brand to grow within the market, numbers of customers and company’s stock prices. 

In addition, the brand equity for Abercrombie & Fitch has been falling over the years because of the controversies that have occurred. This has also caused A&F to lose a lot of loyal customers and not maintain engagement. The re-branding was developed to increase brand character and bring a new meaning to A&F. This was supposed to change the perspective of A&F’s identity/reputation by inviting a wider audience, through a range of awareness showing equality for both fashion and consumer expectations.

The current awareness of A&F is based on the social media, campaigns, billboards, T.V commercials. These are methods used by the brand to change the perception since the controversies. Showing the target audience, they are gaining for and how diverse the brand is becoming. A&F have changed the previous values of the brand for ‘cool kids’ to becoming an all-round brand to the target audience. 

The previous store atmosphere gained a lot of attention as it was iconic which is similar to ‘All Saints’, the loud music and dark atmosphere. Also, the shirtless guys outside the stores gained attention to bring more customers in the store. However, this has all changed and is now bright quite atmospheric in the stores, losing a part of the value as it would not be recognisable for a customer when they enter. It also loses the correct consumers as they wouldn’t know about the brand from first glance in stores. Showing the value low from recognition, which can be in store or on social media. 

Currently, there is confusion on what the brand currently stands for, in the eyes of consumers. As research as shown the brand is trying to develop and become more equal to what the show and show their high street clothing. However, looking through the changes it has not proven to be successful ad it feels as the A&F as a brand is confusing within the market. This is because of the way they are presented to show their products, but some campaigns show an understanding of consumers they are trying to aim for. 

As previously there was a major liking from the consumers about the brand due to the ‘sex sells’ promotion and marketing strategies. It allowed an ideal customer wanting to enter and by causing sales. However, this has changed due to customers are not likely to go to A&F for a jumper or buy from a store that is not ideal for them. 

Loyalty is something A&F have tried to develop through the loyalty rewards card, which has been popular for Hollister the ‘Club Cali Card’. Which allows a number of consumer to enter. However, this is not working as well because not many people would recommend to their friends or family to buy from A&F as the perception is still there for the public. Not boosting their brand value.