Point Park Marketing Blog

There used to be a simple way for a company to target different segments, and that was to create a brand that was customized to the preferences of each segment.  I think a great example of this is Gap, Inc. three core brands developed specifically for their customer segments:

Gap: This is the core brand, and targets the widest variety of segments for Gap.  The other two brands were developed to help reach other segments that Gap could not reach in one store.  So they created a few other brands.

Banana Republic: This brand is targeted to the young urban professional.  Probably without kids, and most likely very healthy, because I never met a pair of BR pants I could fit into.  The price point is higher, but the designs are much sharper.  The target here is clearly a more affluent customer.

Old Navy: This brand is clearly targeted to…

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