Canada Goose
Student ID: 7095822 Page 1 of 7
Question 1
Canada Goose has shown excellent performance and numbers ever since Dani Reiss took over as CEO of the company in 2001. In the decade since, the company has registered an astounding 4000% growth leading many in the industry to deem Reiss as a visionary. Canada Goose has established strong markets in many European countries, especially the Scandinavian ones in addition to its home base in Canada. What is more surprising is that the company has been able to achieve such phenomenal success at the most meagre of marketing budgets – marketing including salaries accounted for 10% of Canada Goose’s total revenue. Organic marketing, including word of mouth marketing were the company’s biggest draws and speak volumes about the well-established brand’s loyalty and value amongst its customers.
I would give the brand an excellent score of 9 on a 1 to 10 scale of brand strength. Through proper brand management, the company has been able to establish an aura of exclusivity around the brand – this is even more impressive when you consider that the brand had initially started out as a utilitarian brand, nowhere close to high end, luxury jacket manufacturers out there. By effectively using marketing tools, Canada Goose has indeed now become more of a status symbol for many and the demand for these sought after products has always outstripped supply by a mile.
An example of how the management effectively were able to establish Canada Goose as a high-end, authentic brand is as follows – before Dani took over the company utilized product placement and would give bouncers outside bars who had to stand in the extreme cold all night their jackets but now the company has signed a sponsorship deal with Fairmont Hotels and outfits all the bellhops, greeters and doormen at every Fairmont Hotel in Canada Goose jackets. Not only does it help to strengthen the brand’s association with exclusivity but it also bolsters the association that Canada
Question 1
Canada Goose has shown excellent performance and numbers ever since Dani Reiss took over as CEO of the company in 2001. In the decade since, the company has registered an astounding 4000% growth leading many in the industry to deem Reiss as a visionary. Canada Goose has established strong markets in many European countries, especially the Scandinavian ones in addition to its home base in Canada. What is more surprising is that the company has been able to achieve such phenomenal success at the most meagre of marketing budgets – marketing including salaries accounted for 10% of Canada Goose’s total revenue. Organic marketing, including word of mouth marketing were the company’s biggest draws and speak volumes about the well-established brand’s loyalty and value amongst its customers.
I would give the brand an excellent score of 9 on a 1 to 10 scale of brand strength. Through proper brand management, the company has been able to establish an aura of exclusivity around the brand – this is even more impressive when you consider that the brand had initially started out as a utilitarian brand, nowhere close to high end, luxury jacket manufacturers out there. By effectively using marketing tools, Canada Goose has indeed now become more of a status symbol for many and the demand for these sought after products has always outstripped supply by a mile.
An example of how the management effectively were able to establish Canada Goose as a high-end, authentic brand is as follows – before Dani took over the company utilized product placement and would give bouncers outside bars who had to stand in the extreme cold all night their jackets but now the company has signed a sponsorship deal with Fairmont Hotels and outfits all the bellhops, greeters and doormen at every Fairmont Hotel in Canada Goose jackets. Not only does it help to strengthen the brand’s association with exclusivity but it also bolsters the association that Canada