Joe Lunchbox Does Yoga Analysis

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The article “Joe Lunchbox does Yoga” is about a rebranding of Mark’s Work Warehouse as Mark’s. After its acquisition by Canadian Tire, it became a leading company in men’s industrial and casual wear but on the other hand it’ s rank for women section was on No. 11. Appealing to a wider customer base and broaden their product category they decided to rebrand itself. Although, they created a female- friendly shopping area, comfortable try rooms, better mirrors and lightning. But most of the people found old Mark’s is much better than new rebranding Mark’s. There is no doubt that branding is a risky process but if it does with full planning and marketing research it can be pay off. As the author gives an example of Burberry who transform its

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