Coach is a Leadership brand, but is showing signs of commoditization with an important audience.

1. Source: BrandAsset® Valuator USA, HHI>75K, 2012-FH2013
Coach is a Leadership brand, but is showing signs of
commoditization with an important audience; households with
income greater than $75K
0
20
40
60
80
100
USA, HHI>75K, 2012-FH2013
Energized
Differentiation is a
brand’s ability to excite
consumers.
Relevance is a measure of
how appropriate consumers
feel a brand is to them.
Knowledge develops after a
brand’s essence is
understood.
Esteem is a measure of
respect, admiration and
reverence for a brand.
For Coach, Energized Differentiation has
decreased and is now lower than
Relevance, which is a sign that Coach has lost
its point of difference and is now being seen as
a commodity.
A decrease in Esteem
indicates that
consumers are losing
respect and admiration
for the brand.

2. 2
Losses on attributes that are imperative for a luxury brand to
own, like style, prestige and quality, have fallen – indicating a
brand that is slipping
Source: BrandAsset® Valuator USA, HHI>75K, 2012-FH2013
USA, HHI>75K, 2012-FH2013
0%
10%
20%
30%
40%
Stylish Trendy Glamorous Upper Class Prestigious Distinctive High Quality High
Performance
FY 2012 FH 2013

3. 3
Coach is viewed as a less stylish and upscale brand than
competitor, Gucci
Source: BrandAsset® Valuator USA, HHI>75K, FH2013
USA, HHI>75K, FH2013
0%
10%
20%
30%
40%
Stylish Trendy Glamorous Upper Class Prestigious Distinctive High Quality High
Performance
Coach Gucci

4. 4
Coach occupies a space of its own, known for classic
attributes like Original and Authentic, but lacks the prestige
and Trendiness of Gucci, Kate Spade and Michael Kors
Source: BrandAsset® Valuator USA, HHI>75K, FH2013
Perceptual Map, USA, HHI>75K, FH2013
Different
Distinctive
Unique
Dynamic
Innovative
Leader
Reliable
High Quality
Arrogant
Authentic
Best Brand
Carefree
Cares About Customers
Charming
Daring
Down To Earth
Energetic
Friendly
Fun
Glamorous
Good Value
Healthy
Helpful
High Performance
Independent
Intelligent
Kind
Obliging
Original
Prestigious
Progressive
Restrained
Rugged
Sensuous
Simple
Social
Socially Responsible
Straightforward
Stylish
Traditional
Trendy
Trustworthy
Unapproachable
Up To Date
Upper Class
Visionary
Coach Leatherware
Gucci
Kate Spade
Michael Kors
Cole Haan
Kenneth Cole
High Class
New and Trendy
Basic and Respected
Classic