Brand Marketing Old Navy Identify Research Proposal

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These other Gap, Inc. stores have more of a core brand image, even if their clothing is more expensive.

Step 3 - Determine MC Objectives

Convey the uniqueness of the Old Navy brand. It is fun, gives the consumer value for his or her dollar, and has insight into youthful 'hip' trends.

Step 4 - Develop Strategies and Tactics

Old Navy is making use of Twitter and YouTube with its SuperModelquins campaign, which uses interactive as well as old media to sell its clothing with plastic, created dolls, all with unique lives and personalities the consumer can follow online (Anderson 2009). The approach is edgy, yet will not alienate mothers who shop at Old Navy for their children.

Step 5 - Set the Budget

The use of new media can act as a method of cost-containment, given that advertising through such sources will reach more of the target audience.

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More focused channels such as television advertisements, are watched by a finite number of people choosing to view a particular program and are also more costly. By making the narrative style of the new SuperModelquins uniquely suited to Twitter and YouTube as a continuing 'story,' Old Navy seeks to save money yet maximize consumer interest and value through the unique capacities of new media.

Step 6 - Evaluate Effectiveness

Regarding the new campaign, Old Navy's CEO stated: "There are a lot of people that portray value, but no one portrays value with our quirky spirit," (Anderson 2009). The immediate effectiveness of the ads can be measured in increased or decreased sales. However the ultimate test will only occur over time, if Old Navy creates a new, solid brand association, much like its associated companies of the Gap and Banana Republic.

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