28 Jun Kate Spade New York-Will Expansion Deepen
Question
Please read case study “Kate Spade New York: Will Expansion Deepen or Dilute the Brand?” and answer the following questions:
1. What is the brand of Kate Spade? If the key to KSNY’s success is the brand, how do they protect and maintain it?
2. KSNY is looking at growth opportunities in different segments—what are these segments? Why would the new target customer buy KSNY?
3. Discuss the pros and cons of the two brand strategy options originally offered in the case: Brand diffusion & Separate brand.
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