How Canada Goose Brand Marketing Utilizes "Cold Imagery" to Achieve Global Communication
DOI:
https://doi.org/10.54097/pmwqsz13Keywords:
cold imagery, luxury branding, symbolic consumption, experiential marketing, globalization.Abstract
Canada Goose is a Canadian company that specializes in the manufacture of parkas and winter coats. Initially, it was a small firm that produced coats for scientists and workers, but over the last two decades, it has become synonymous with luxury. This article seeks to understand how imagery like this operates. It examines three broad areas. Firstly, the numerous ways coldness itself is symbolized. First, the marketing strategies that allow consumers to feel and perform coldness. And third, how this strategy has contributed to the global growth of the brand. The conversation also refers to the risks. Canada Goose benefits from its cold story, but also faces the accusation of greenwashing, cultural adaptation issues, and the forever luxury challenge: how to remain elite while expanding sales. Overall, the case illustrates that cold imagery can be a powerful branding device but is by no means an easy one.
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