Victoria's Secret: The Way Back?
(2023) In LBMG Corporate Brand Management and Reputation - Masters Case Series BUSN35 20231Department of Business Administration
- Abstract (Swedish)
- In 2022 Victoria's Secret had a brand awareness of 85% in the United States, a feat that any marketeer would perceive as great or even amazing. However, while brand awareness was high, revenues had been on a constant decline since 2017, continuing to show signs of uncertainty for the corporation.
It is possible that the history of the brand explains where it strayed from the path to success to a rockier road, and help us determine what decisions the board of directors should take next to put the brand back on top. The uncertainty of the previously successful brand has certainly caught the media's attention, with almost everyone asking the same thing: Will Victoria's Secret survive and thrive, or will it become a part of the history books?
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9111796
- author
- Lybe, Erika LU ; Mellin, Anna LU and Rufrancos Luna, Arantxa LU
- supervisor
-
- Mats Urde LU
- organization
- course
- BUSN35 20231
- year
- 2023
- type
- L3 - Miscellaneous, Projetcs etc.
- subject
- keywords
- Victoria's Secret, Brand Reputation, Brand Strategy, Brand Identity Matrix, Re-branding
- publication/series
- LBMG Corporate Brand Management and Reputation - Masters Case Series
- language
- English
- id
- 9111796
- date added to LUP
- 2023-03-13 18:05:36
- date last changed
- 2023-03-13 18:05:36
@misc{9111796, abstract = {{In 2022 Victoria's Secret had a brand awareness of 85% in the United States, a feat that any marketeer would perceive as great or even amazing. However, while brand awareness was high, revenues had been on a constant decline since 2017, continuing to show signs of uncertainty for the corporation. It is possible that the history of the brand explains where it strayed from the path to success to a rockier road, and help us determine what decisions the board of directors should take next to put the brand back on top. The uncertainty of the previously successful brand has certainly caught the media's attention, with almost everyone asking the same thing: Will Victoria's Secret survive and thrive, or will it become a part of the history books?}}, author = {{Lybe, Erika and Mellin, Anna and Rufrancos Luna, Arantxa}}, language = {{eng}}, note = {{Student Paper}}, series = {{LBMG Corporate Brand Management and Reputation - Masters Case Series}}, title = {{Victoria's Secret: The Way Back?}}, year = {{2023}}, }