Energizing the Brand

Question  Patagonia was losing market share in Japan.  How could they energize the brand and build it into an effective and sustainable brand in the Japanese market?

Answer  On a tight budget and timeframe, we conducted focus groups with Patagonia customers and competitor brand customers in the Tokyo area to understand the effectiveness of the recent U.S.-created advertising campaigns.  We also interviewed retail staff at Patagonia stores and at outdoor specialty distributors.

Recommendations included leveraging the high brand loyalty and positive customer in-store and catalog experiences by increasing opportunities for store staff to share knowledge and testimonial stories--through in-store training programs; closing the communication gap by fully localizing the online store so that Japanese customers can access full product information; strengthening branding by communicating the high quality of the products in marketing/ad campaigns.

(A Takayama Consulting project with Blue Marble Marketing.)

portfolio

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Patagonia: Energizing the Brand

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