Macy’s, Inc.: Redrafting the Brand Architecture

Macy’s, Inc.: Redrafting the Brand Architecture

  • Case
  • Teaching Notes
Abstract

Macy’s controversial conversion of Chicago’s State Street Marshall Field’s store is just one of many branding and customer loyalty challenges facing Macy’s Inc. today. After converting over 800 stores nationwide, Macy’s focus is to remain relevant and competitive by managing customer perception of quality as well as reinvigorating the department store experience.

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