Abercrombie

Definition

In the context of "Management and Leadership in Today's Organizations" within the subject of Introduction to Business, Abercrombie here does not refer to the clothing brand but is used as an illustrative example to demonstrate strategic planning in branding and repositioning efforts. It shows how a company can evolve its brand identity and market positioning through careful planning and execution.

Related terms

Strategic Planning: The process of defining a company’s direction and making decisions on allocating its resources to pursue this strategy.

Brand Identity: The visible elements of a brand (such as colors, design, logotype) that together identify and distinguish the brand in the consumers' mind.

Market Positioning: The process of establishing an image or identity within the minds of the target market for a company’s product, service, or brand in comparison with competitors