Brand History

Target Customer Group

CBBE Pyramid

Brand Extension

Extreme weather outerwear

Brand identity

Extreme weather outerwear

Performance: Styling, good performance, high price, made in Canada

Brand meaning:

Brand identity

Extreme weather outerwear

Imagery: Many celebrities’ wear, reliable, successful, upper class, charming, outdoorsy

Performance: Styling, good performance, high price, made in CanadaBrand

meaning:

Brand identity

Extreme weather outerwear

Imagery: Many celebrities’ wear, reliable, successful, upper class, charming, outdoorsy

Brand meaning:

Brand identity

Brand response

Judgments:High quality, credibility, warmer

Performance: Styling, good performance, high price, made in Canada

Extreme weather outerwear

Imagery: Many celebrities’ wear, reliable, successful, upper class, charming, outdoorsy

Brand meaning:

Brand identity

Brand response

Feelings:Self-respect, fashion, cool, warmth, social approval, fun

Judgments:High quality, credibility, warmer

Performance: Styling, good performance, high price, made in Canada

Extreme weather outerwear

Imagery: Many celebrities’ wear, reliable, successful, upper class, charming, outdoorsy

Brand meaning:

Brand identity

Brand response

Feelings:Self-respect, fashion, cool, warmth, social approval, fun

Brand resonanceLoyaltyAttachmentCommunityEngagement

Brand relationships

Performance: Styling, good performance, high price, made in Canada

Judgments:High quality, credibility, warmer