Chapter 15: Co-managing brand equity and customer equity
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Despite the success that La-Z-Boy has enjoyed throughout its 80-year history, it has had trouble connecting with female shoppers. The image that La-Z-Boy had among female shoppers was the over-stuffed and old-fashioned recliner that women don’t want in their living room (Dan, 2012). In order to change its brand image to appeal to female customers, La-Z-Boy hired Brooke Shields as its spokesperson in place of the traditional male celebrities. Brooke Shields’s down-to-earth style attracted female shoppers. As a result, La-Z-Boy enjoyed success beyond stationary furniture. However, La-Z-Boy is not planning to change its name. As its president states, ‘La-Z-Boy has an amazing equity of comfort, value and friendliness and almost 100 percent awareness. I felt that if we can just pivot it a little bit, we could build on these tremendous strengths instead of building a new brand from scratch’ (Dan, 2012).

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Edited by V. Kumar and Denish Shah