Chinese consumers have fairly high brand awareness of luxury brands, especially of Louis Vuitton and Gucci.

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However, instead of leveraging the high brand awareness of Liz Claiborne to drive traffic to its stores, J.

FORBES: J.C.Penney Tramples on Liz Claiborne and Misses a Great Opportunity

Brands that start out with high degrees of loyalty and emotional engagement have something better than high degrees of name awareness, or even high degrees of brand awareness with on-board diagnostics to fall back on.

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Right now as lead nutrition supplier for the red hot Ultimate Fighting Championships, MusclePharm with its highly visible logo is everywhere in the media, so brand awareness is high.

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Given such high awareness, had it been managed effectively, instead of shrinking, I could see the brand possibly supporting a number of free standing Liz Claiborne stores both in the United States, Canada, and even Europe.

FORBES: J.C.Penney Tramples on Liz Claiborne and Misses a Great Opportunity