If you didn’t know that Coach makes luxury handbags and accessories, then its store on Hong Kong Island probably wouldn’t make you think of buying a purse. But it would definitely get your attention with its take on branding.

The Coach website talks about its craftsmanship, where “every Coach product embodies the perfect balance between design and function.” The store design is visually stimulating and that just might be enough to make passersby venture in. But is that enough on the function side?

Part of branding a company, product, or person is to use repetition of a particular graphical element, such as what Coach is doing here. People who are familiar with Coach will easily recognize the building as a brand they know and love. But what about those who aren’t familiar with the repeating C design? The main logo that conveys Coach’s product quality is lost in the glitz.

What do you think: is this effective branding? Does it do enough to ensure a good brand experience for both new and old customers, or could it be better?

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Tags: branding

This entry was posted on Saturday, December 27, 2008 at 10:10 am and is filed under Design. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.