Impact on Brand Value
Change in segment contribution to profits
Since our tactics are mainly targeted at Zara’s most profitable segments, we believe there will be the greatest impact on Fashion Chasers and Rational Shopper.
01
Change in Role of the Brand Index (RBI)
02
These tactics will affect the internal and external brand strength positively.
Change in Brand Strength
03
Overall brand valuation
04
As a result of the above strategies, we calculated an estimated gains of $3,684,645.63 in terms of brand value.
Upon the implementation of the strategies, we believe that the brand Zara will play a more significant role in affecting one’s purchasing decisions. In particular, RBI for fashion chasers and rational shoppers will rise to 80 and 60 respectively.
Cost
