Cats Eye - Brand Resonance Model

In 1980, Cats Eye began their journey in the form of a small shop in Green Super Market that sold all most everything from candies to ornaments. The founders, Mr. Sayeed Siddiqui Rumi and Mrs. Ashrafun Siddiqui Dora, had kept a small part of that shop for shirts that they designed by themselves. They got a good response from the enthusiastic young men of Dhaka. Therefore, Mrs. Ashrafun Siddiqui decided that they would only sell designer clothes for men. In 1983, the couple rented a floor space in Mansur Bhaban, Elephant Road. That was the official inception of Cats Eye. Until 1993, there was a vacuum in the men’s fashion market for a clothing line for the executives. Thus, Cats Eye introduced a new line of products under the new brand name Monsoon Rain as a sister concern of Cats Eye. In 1998, Cats Eye launched another brand of Men’s Wear under the name Cats Eye Unlimited, to satisfy the stylish men’s casual wear segment. Recently Cats Eye introduced Ladies wear, shoes and silver jewelry.

Brand Salience:

Cats Eye is a leading Bangladeshi clothing brand. It designs, manufactures & sales Men’s and Women’s wear products. It is mostly famous for its men’s wear. The Cats Eye logo is very famous in Bangladesh and can be very easily recognized. Whenever customers think of buying men’s wear Cats Eye is one of the very first names that come to their mind. Now-a-days Cats Eye is also catching eyes with its women’s wear.

Brand Performance:

Cats Eye’s mission is to create a style statement that suits the discerning individual, while keeping a stringent eye on quality yet being affordable. The unique styles are created based on years of experience and keeping up with global trends that have placed the brand as the leader in the market.

Brand Imagery:

Cats Eye has a very positive image in the market. Cats Eye is well known for its classic and elegant designs. Cats eye is considered as the Pioneer of Men’s Wear fashion in Bangladesh.

Brand Judgment:

Customers of Bangladeshi market hold a very positive opinion towards Cats Eye. Customers are satisfied with its quality regarding the price. The brand is highly dependable and considerable. Cats Eye is even more preferred than other clothing brands often.

Brand Feelings:

Customers are satisfied with the brand. People wearing a Cats Eye clothing has a very positive feeling. Cats Eye provides security of its products due to its quality. The brand is also appreciated by the society. People wearing Cats Eye products actually feel nice inside.

Brand Resonance:

Consumers of Cats Eye are sort of loyal to the brand. There are some loyal customers of the brand who always prefers Cats Eye over other brands. Most of the regular customers are also active praising the brand.

Cats Eye is one of the most recognized brands of Bangladesh. But I would suggest the brand to focus a bit more on promoting the brand. So that it can attract more customers and cement its position as the leading clothing brand of Bangladesh.

References:

Cats Eye Official Website: www.catseye.com.bd

Keller, K. (2013). Strategic Brand Management: Building, measuring and managing brand equity (4th ed.). Harlow: Pearson Education Limited.