1. How is the EILEEN FISHER brand story embodied in its products, stores, employees, and marketing and advertising? How strong is the brand story? What are the core brand associations and meaning narratives associated with the brand?
2. How healthy is the EILEEN FISHER brand at the time of the case? How do you know? Assess EILEEN FISHER's brand equity, using consumer perceptual metrics, brand performance metrics, and brand financial metrics, to assess the asset value of the brand. Is brand equity increasing, decreasing, or holding steady over time?
3. Should EILEEN FISHER reposition its brand to target the emerging and/or the nascent segments? What are the pros and cons of repositioning the brand to appeal to each target?
4. How should EILEEN FISHER reposition its brand? Specifically, address the pros and cons of the following brand actions:
- Should EILEEN FISHER change its existing brand to appeal to emerging women? To nascent women? Why or why not?
- Should EILEEN FISHER launch a sub-brand to appeal to emerging women? To nascent women? Why or why not? Should the sub-brand include the EILEEN FISHER name? Why or why not?
- Should EILEEN FISHER retrench and continue to exclusively target the established women? Why or why not?
5. Has EILEEN FISHER stayed true to its brand or has it strayed too far? What do you think will happen to the value of the brand in the future?