After reading Jeremy’s blog post on the patriotic approach to branding that Molson Canadian used to appeal to consumers, I could not help but give my opinion on a similar product that has recently picked up huge momentum globally in the area of high-end outerwear: Canada Goose.
Compared to Molson, which ignites local consumers’ patriotism so they would be more inclined to purchase Molson’s products, Canada Goose uses the “Canadian” branding to convey unparalleled value in its products. The signature armpatch that is on all Canada Goose products reads “Canada Goose Arctic Program”, which conveys a sense of intensity and toughness in its brand as well, depicting that Canada Goose products are designed to keep you warm even in arctic temperatures. To add to that is Canada Goose’s pricing strategy. Canada Goose products epitomize the idea of prestige pricing. Even its lower priced jackets cost around $500, withs its higher end products costing upwards $1000!
Though Canada Goose had existed for years in Canada, It has only recently gathered steam in the Canadian market. However, the company seemed to have had a strong foothold in the international market for a long time. Its quite amazing to compare two products that are similarly branded by the “Canadian” brand have two completely different brand images and target markets. In my opinion, those who wear Canada Goose in Vancouver are just showing off their affluence. If you’re living in Vancouver you don’t need a full blown fur trimmed parka. You should instead be investing your funds in a more practical article: a nice umbrella.