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

Brand management - Essay ExampleIn this paper, the writer will condition Evisus efforts at revitalising and reinforcing its check off equity, and provide suggestions as to how the company can rejuvenate its brand equity.Evisus history goes back to the 1980s. During the 80s, time of origin 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 wander 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. Evisus logo and brand identity are colligate with the denim revolution. Evisu enjoyed its most successful period in the 1990s to early 2000s. It was hugely popular with celebrities and spring chicken people who identified with its unique designs and innovative marketing. It is regularly lauded as the pioneer of high-end, $600 jeans, and the lea der of the old check denim movement (Choi, 201443). In the mid 2000s, the company faced many challenges associated with financial, creative and competitive aspects, the gist components of the fashion industry. The tax evasion case it faced in 2006 hurt its PR and finances.In 2006, Evisus founder Hidehiko Yamane and the company were reported to Japanese authorities on suspicion of tax evasion. Yamane was accused of colluding with 2 other firms to conceal income totalling over 500 million yen and evading, over three years, income taxes totalling around one hundred sixty million yen. This incident severely dented the companys 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, 201434). An unforeseen lull in quality and industry had allowed aggressive brands like Tommy Hilfiger, Calvin Kl ein, Armani to eat into