The Retail strategy of ALDO

Essay by upermanUniversity, Bachelor'sA-, May 2006

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1. Brand Salience

ALDO is very well-known brand as a shoes retailer. Not only by aggressive advertising, but also by campaign of fight against AIDS, it places a premium on being a good corporate citizen by working to enrich the communities.

Depth of brand awareness : we asked 7 friends of ours( all of them have been living Canada more than 10 years) about ALDO shoes and all of them know about ALDO very well. They know where the ALDO shop is, what is the price of shoes or accessory(briefly, not exactly), what kind of accessory they are selling, what kind of campaign they are doing, etc. 3 people of out 7 answered that ALDO is top of mind.

Breadth of brand awareness : ALDO is trying to maximize it's brand awareness by doing fight against campaign. Interesting is that ALDO using powerful combination of top celebrities such as Avril Lavigne, Charlize Theron, Pink, etc.

and multiple media genres, and put it widely, so especially young people are attracted their attention. As part of the campaign, ALDO has designed a series of limited-edition empowerment tags to be sold in ALDO stores worldwide and online at With 100% of net proceeds benefiting YouthAIDS, the simple act of buying one empowerment tag for only $5 helps to educate and protect a young person from HIV/AIDS for six months.

Aldo operates over 600 retail stores across Canada, the United States and the United Kingdom. People who were asked said the chain is highly visible(because of the big PHOTO for campaign)