Brand management Essay Example | Topics and Well Written Essays - 1750 words

Brand management - Essay Example In this paper, the writer will characterise Evisu’s efforts at revitalising and reinforcing its brand equity, and provide suggestions as to how the company can rejuvenate its brand equity. Evisu’s history goes back to the 1980s. During the 80s, vintage denim aficionados fanatically pursued methods to make similar replicas of vintage jeans. In 1988, Yamane succeeded in finding and acquiring a classic American shuttle loom that could weave 40 metres daily and make exact copies of vintage denim. The subsequent small output of just 12 pairs of jeans per week heralded the beginning of the Replica Movement. Evisu’s logo and brand identity are linked with the denim revolution. Evisu enjoyed its most successful period in the 1990s to early 2000s. It was hugely popular with celebrities and young people who identified with its unique designs and innovative marketing. It is regularly lauded as the pioneer of high-end, $600 jeans, and the leader of the â€Å"old school† denim movement (Choi, 2014:43). In the mid 2000s, the company faced many challenges associated with financial, creative and competitive aspects, the core components of the fashion industry. Th e tax evasion case it faced in 2006 hurt its PR and finances. In 2006, Evisu’s founder – Hidehiko Yamane – and the company were reported to Japanese authorities on suspicion of tax evasion. Yamane was accused of colluding with two other firms to conceal income totalling over 500 million yen and evading, over three years, income taxes totalling around 160 million yen. This incident severely dented the company’s image, which it had built for decades and sold to millions of people across the world. However, and prior to this case, the company had also been posting unsatisfactory results in terms of brand popularity and financial performances (Rossolatos, 2014:34). An unexpected lull in quality and industry had allowed aggressive brands like Tommy Hilfiger, Calvin Klein, Armani to eat into