Week 5 Branding
www.unwrapped.com.au
 
What is a brand?  A brand is a name, term, sign, symbol or  a combination of  these that identifies a product  or service ...
Corporate Identity While a brand can be product specific, corporate identity is how a whole  company presents itself. Corp...
The main objective of corporate  identity is to achieve  a favourable image among the company’s  prospects and customers. ...
In fashion today, most companies  have access to the same technology. To differentiate themselves,  companies must focus o...
In fashion, companies are often created around a personality.  This can be most often seen when a  fashion company is name...
A brand is a seller’s promise. The best brands convey a  guarantee of quality.
Developing a brand requires  high marketing investment. Greatest expenses are on  advertising,  marketing and packaging.
If a brand becomes powerful enough, it will gain customer  loyalty Some brands gain so much loyalty that shoppers refuse s...
Brands can offer four levels of meaning: Brand attributes Brand benefits Brand values Brand personality
Brand attributes What does the brand make people  think of? It is likely that these attributes will be used to advertise t...
Brand benefits People can’t buy the brand attributes,  they buy for the brand benefits. Attributes can be transferred into...
                                                                                Brand Values Brand values relate to the bu...
Brand Personality Brands project a personality This is often used in market research. “ If this brand were a person, what ...
Fashion is usually considered  as something that creates an identity. It is used to express yourself.  It shows what you i...
 
Only a few fashion manufacturers  have the strength to build up  strong brands.  Fashion houses need to  reinterpret their...
If the fashion changes too much,  recognition of the brand can be damaged.  For this reason, most fashion companies only l...
Above all, fashion brands are  characterised by their  product language:  Colour (Missoni) Material (G-Star) Shape (Birken...
Signature patterns, shape or colours embody the key properties of the brand.  Boss of Escada Wolfgang Ley  has stated  “ O...
Fashion brands based  on product characteristics can be copied relatively quickly.  That means the market is becoming  mor...
These companies sell a lifestyle,  and the product characteristics  follow that – instead of the other way around. Usually...
Brand names are a  powerful source of information and consumers often have a better perception of clothes carrying a brand...
Although brand is very important,  consumers shopping for clothes also assess the garment by: Price The type of store sell...
Many stores have now  introduced their own private store  brands, consumers tend to view these as inferior to national bra...
Although brand is important in fashion,  customers are also influenced by their reason for purchase.  Something that is wo...
Assessment #1  Fashion Brand Complete the worksheet on a brand of your choice.  Come prepared to discuss next week!
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Fashion Marketing Week 5 Lecture

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  • hihi,your presentation slides is very good and I would like to save it to review when offline and it's very helpful for my studies as reference.Hope that you are willing send me a copy to jacelyn101@hotmail.com

    Hope to hear from you soon.Thanks in advanced here.Have a nice day! ^^
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  • Good slide shows about fashion design. You will get some other news a bout fashion design.
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Fashion Marketing Week 5 Lecture

  1. 1. Week 5 Branding
  2. 2. www.unwrapped.com.au
  3. 4. What is a brand? A brand is a name, term, sign, symbol or a combination of these that identifies a product or service and what the product stands for.
  4. 5. Corporate Identity While a brand can be product specific, corporate identity is how a whole company presents itself. Corporate identity merges strategy, culture, and communications to present a memorable personality to prospects and customers.
  5. 6. The main objective of corporate identity is to achieve a favourable image among the company’s prospects and customers. Once this has happened, the company is more likely to achieve customer loyalty.
  6. 7. In fashion today, most companies have access to the same technology. To differentiate themselves, companies must focus on the customer experience. This is communicated through corporate identity and brand.
  7. 8. In fashion, companies are often created around a personality. This can be most often seen when a fashion company is named after the designer and founder This was the case at Benetton and Boss, Escada, Prada and of course Chanel and Manolo Blahnik.
  8. 9. A brand is a seller’s promise. The best brands convey a guarantee of quality.
  9. 10. Developing a brand requires high marketing investment. Greatest expenses are on advertising, marketing and packaging.
  10. 11. If a brand becomes powerful enough, it will gain customer loyalty Some brands gain so much loyalty that shoppers refuse substitutes. This is called high brand equity. If this happens, the company does not need to worry about its competition as much as other players.
  11. 12. Brands can offer four levels of meaning: Brand attributes Brand benefits Brand values Brand personality
  12. 13. Brand attributes What does the brand make people think of? It is likely that these attributes will be used to advertise the product Chanel = quality, high prestige
  13. 14. Brand benefits People can’t buy the brand attributes, they buy for the brand benefits. Attributes can be transferred into brand benefits High quality = emotional benefit of feeling important & admired
  14. 15.                                                                                 Brand Values Brand values relate to the buyer’s values. People who buy Chanel are more likely to value prestige and high quality. Brand values are key in establishing a target market
  15. 16. Brand Personality Brands project a personality This is often used in market research. “ If this brand were a person, what kind of person would it be?” Brands usually attract people with the same, or desired, personality.
  16. 17. Fashion is usually considered as something that creates an identity. It is used to express yourself. It shows what you identify with, and with what you are identified. This makes brand personality particularly important in fashion.
  17. 19. Only a few fashion manufacturers have the strength to build up strong brands. Fashion houses need to reinterpret their style every season. Customers want the latest fashion but a reliable style at the same time.
  18. 20. If the fashion changes too much, recognition of the brand can be damaged. For this reason, most fashion companies only last between three and 12 years. Escada is one of the few fashion companies that has passed the age of 25. (only 5%) ESCADA IMAGE
  19. 21. Above all, fashion brands are characterised by their product language: Colour (Missoni) Material (G-Star) Shape (Birkenstock, Timberland, Lacoste) Pattern (Burberry) or a combination such as colour, workmanship and cut (Armani)
  20. 22. Signature patterns, shape or colours embody the key properties of the brand. Boss of Escada Wolfgang Ley has stated “ Our secret is our colour code. Escada colours never change in their basics.” The Escada red has been the same for their 25 years of operation.
  21. 23. Fashion brands based on product characteristics can be copied relatively quickly. That means the market is becoming more uniform. (remember McFashion?) As a result, some companies are opting for emotional positioning of their brand over product characteristics (Tommy Hilfiger)
  22. 24. These companies sell a lifestyle, and the product characteristics follow that – instead of the other way around. Usually American companies, not common in European fashion.
  23. 25. Brand names are a powerful source of information and consumers often have a better perception of clothes carrying a brand name In fashion, branded garments are better perceived by consumers than unbranded items.
  24. 26. Although brand is very important, consumers shopping for clothes also assess the garment by: Price The type of store selling it The image of the stores selling it
  25. 27. Many stores have now introduced their own private store brands, consumers tend to view these as inferior to national brands . However, the perception of product quality is directly related to the store’s image For example, David Jones vs Kmart
  26. 28. Although brand is important in fashion, customers are also influenced by their reason for purchase. Something that is worn everyday may result in less importance placed on the brand. Something for a special occasion may result in high importance placed on the brand.
  27. 29. Assessment #1 Fashion Brand Complete the worksheet on a brand of your choice. Come prepared to discuss next week!

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