A Brand Equity Diagnosis of Modern Retail: Myer vs. Zara
By Elli Sharples/ s3599007 The climate of retail is ever changing, dominated by brands all sharing their own unique story and identity and embodied by the products they sell and the consumers they attract. In a world dominated by social media and fast paced technology, the world of retail has proliferated and continues to do so, as once upon local brands morph into global brands in search of greater identity and profit. Examining the brand narratives of both Myer and Zara using Kevin Lane Keller's Consumer Brand Based Equity Model (CBBE)- Brand Identity, Meaning, Response, Relationship When we consider the world of Australian retail, it is hard to neglect Myer, the largest department store group in the country, with 67 current operating stores trading across all states and territories of Australia. (Myer, 2017) Much of Myer’s brand identity and imagery stems from its history as an “icon of Australian retail”(Myer, 2017) offe...