In 2007, Goldlion, one of the oldest brands in Hong Kong men's clothing, accessories Goldlion opens first store in the city as part of its plan to rejuvenate its brand image. The company aims to promote Goldlion as young and trendy brand, creating a new, chic and elegant look, while maintaining its sophisticated image. By rejuvenating its brand image, Goldlion hopes to regain its Hong Kong market, especially the younger segment. This case illustrates the rise and fall of Hong Kong origin clothing brand. It can be used to teach students to identify the types of marketing information needed to help the company meet its doubts and to develop an effective strategy to achieve their goals. The case can also be used as a teaching tool for the development of relevant special market research plan. "Hide
by Isabella Chan, Kevin Zhou Source: University of Hong Kong, 17 pages. Publication Date: March 10, 2008. Prod. #: HKU757-PDF-ENG
Related Case Solutions & Analyses:
Lenovo Chief Marketing Officer and Senior VP E-Commerce Deepak Advani Interviewed by John Quelch Video Supplement (DVD)
Sell Yourself
Friendly Fenway Program: The Value of Experience Enhancement
HCL Beanstalk: All In-One Desktop Relaunch
Balancing the Power Equation: Suzlon Energy Limited
Spartech Corporation
Futbol Club Barcelona
Boeing 737 Manufacturing Footprint: The Wichita Decision
Learning Launches: Growth Results from Experimental Learning
Taj Hotels, Resorts and Palaces
