This document discusses building a successful fashion brand through strategic positioning and branding. It emphasizes that a brand needs a unique selling proposition centered around unique styling, service, and strategic positioning. Developing brand integrity through strong internal branding and customer-focused values is essential to building trust and loyalty. Effective implementation of branding strategies inside and outside the company are both needed to strengthen the brand and achieve its desired destination in the market.
Brand building—core concepts for all brands—workhorse to iconicBan Mittal
Fundamental concepts that form the foundation of all brand-building marketing plans. Shows how a brand progresses atop the branding ladder from mere workhorse functionality to iconic brand character.
Brand & Value: Is Your Brand Strong Enough to Weather the Down Economy?Seltzer Design
Slide presentation from the Seltzer Design Breakfast Forum #1 (9.08) on branding in a down economy. Talk was given by Rochelle Seltzer, Annie Smidt, and Shelley Hall.
Brand building—core concepts for all brands—workhorse to iconicBan Mittal
Fundamental concepts that form the foundation of all brand-building marketing plans. Shows how a brand progresses atop the branding ladder from mere workhorse functionality to iconic brand character.
Brand & Value: Is Your Brand Strong Enough to Weather the Down Economy?Seltzer Design
Slide presentation from the Seltzer Design Breakfast Forum #1 (9.08) on branding in a down economy. Talk was given by Rochelle Seltzer, Annie Smidt, and Shelley Hall.
Branding essentials: Understanding, building and developing powerful brandsBrainventures
Concepts, thoughts and thesis about branding offered at International Marketing Master of EAE Business of Barcelona. The session intends to define essentials and key ideas about branding
The process involved in creating a unique name
and image for a product in the consumers'
mind, mainly through advertising campaigns
with a consistent theme. Branding aims to establish a significant and
differentiated presence in the market that attracts and retains loyal customers.
A short introduction on silentnoisedesign featuring the mission, the team, the services and benefits we offer to challanges clients face in the FMCG industry.
Feel free to contact for more information
Street Gear - Preliminary Concept Brief PresentationGetLyndon
Re-Briefs back to clients can be tricky. This is a simplified and approved presentation for a lifestyle retailer where I developed the creative strategy for. My team, of two designers are making the shift from doing design-off-the-cuff to strategic marketing, are being led through a new process of "Creative Strategy" This is the marriage of production with creativity and insight. The end result is to produce better, well thought out and pragmatic approaches towards answering, quite often, vague briefs with razorsharp concepts and executional options.
This brief in particular takes the biggest independent lifestyle footwear and apparel retailer in to a new dimension. The client briefed us knowing he needed a change and this is how we envisioned it to be.
Enjoy and ask questions! :)
A comprehensive guide to the world of branding. It is an exciting time for branding. As everything becomes global, good branding becomes more crucial. What is Branding? is an accessible guide that makes sense of this complex subject. It explores the process of branding, and shares insights that can be applied to practical challenges.
As brand is considered one of the most important aspect of the company right now specially the value of brand increased day by day.
This slide will give strong view of brand & its management
Regards
Rajesh Kumar
Manager: Digital Marketing
JR Infotech.com(www.jrinfotech.com)
Visiting prof : IMT-CDL, IP university
6. (Formulation for success fashion player)
designer’s instinct +
g
entrepreneur's
p
intuition = successful
fashion creator
7. so, if we are the fashion
,
“player”, a trend setter,
not follower. then, what
we need to study is the
d d i h
future,
f t re not the past
8. learning from other
industries that set the
trend…
mobile phone travel
automotive healthcare
technology sport
fashion accessories way of living
food entertainment
…
9. in term of value
will your “fashion
brand” will make
people look prettier ?
45. U.S.P
USP
Unique Selling Proposition – An attribute, benefit or commitment of
a brand / product that is uniquely different and more appealing than its competitors.
still work with lot of FMCG brands for more than 40 years
50. Unique Selling Proposition
USP
Unique Style Persona
destination Unique Service Personality
Unique Strategic Positioning
your I i ibl b di i more i
Invisible branding is important …
t t
customer-focused-value
52. Ended Frustrated Successful
good context good context good context
bad content average content good content
(USP + 3)
awareness awareness value
53. contexts.content. contexts.content. contexts.content.
strengthen the brand core value. building sustainable business success.
54.
55.
56.
57.
58.
59.
60.
61.
62.
63.
64.
65.
66.
67.
68.
69.
70.
71.
72.
73.
74.
75.
76.
77.
78.
79.
80. LUXURY
means rare – limited – niche – unique
expensive
sexy
different
value
original
handmade
81.
82.
83.
84.
85.
86.
87.
88.
89.
90.
91.
92.
93.
94.
95.
96.
97.
98.
99. strategy (positioning)
brand C
b d Concept t
brand guardian
stories development
campaign design Brand image
training assistances Brand associations Brand positionings
supplier supervision Brand promises
p Brand partnerings
… Brand meanings ID connections
our strength is here
icon
Brand Shop image
experiences
Life style
Brand lt
B d culture Display strategy
In-store brandings Decoration
Brand services
Brand channels
Location
Co-branding
g
100. Brand inside Brand outside
integrity
This is the foundation of the brand. Brand strategies inside the This is the destination of the brand
Rebranding your brand from concept company to encourage want to be. But to do this is
to new brand ID in order to answer for Customer-focused-values. Strong IMPOSSIBLE without its strong
Who, What & Why customer will buy. employee-as-the-brand culture foundation. All of the mass brand
But even though when all answers are STRONGLY Communicate a brand communication campaign that
found still not enough to b ild strong
f d ill h build integrity message to customers,
i i building
b ildi trust, l love, and l
d loyalty
l
brands without effective building belief and trust toward the brand is meaningless.
implementation activity. The good
brand must know where it is now & People. People and people. The brand integrity is lost when the
where it will become in the future. It internal branding is not ready.
must stand for something that your Together with the fine product,
brand is expecting for ie uniqueness
ie..uniqueness, great design, right brand
design Waste money
international, inspiring, iconic … environment design will synergize Lost opportunity
the brand strength, deliver Or even building industry for others
The next level of strategy is PEOPLE. messages, promises, value to
The most important asset of your customer.
brand in delivering value and its
uniqueness to the market Increase sales & value.
2008 2009 2010 - 2012 +
Your brand Employee as a brand Customer as a brand
Brand ID Employee ID Customer ID
WHO I AM I AM YOUR BRAND I LOVE YOUR BRAND
101. Invisible branding Visible branding
CEO vision Advertising
Employee training Partner communication
Pricing strategy Photography style
Customer relations Web presence
Sales force communication Point of sales
Vendor selection User experiences
Policy Retail environment
Public relations / sponsorship
Brandinside Brandoutside
102. Phase 1 Phase 2 Phase 3
BRAND ID Employee as a brand Customer as a brand
Brand
B d ID Employee ID
E l Customer ID
C t
WHO I AM I AM YOUR BRAND I LOVE YOUR BRAND
Vision
Vi i Internal B di
I l Branding External B di
E l Branding
positioning Sales manual Branding Manual
Corp ID Training CRM
Retail design Customer relations
Communication direction strategy Internal CRM skill Contest New product launches
CRM to current customers Collection
Product extension
Current product promotion New product launches New brand launches
Collections Celebrative brand
Brand ambassador