In this study, you will find different branding strategies that have been used successfully by fashion brands across the world. It includes the history of branding and its relation with marketing, competition and consumer behavior. As we know that branding is the process of creating a unique identifying symbol that promotes the products and services of a certain firm. As we know that there are two aspects in a successful branding, first is to define a unique identifying symbol that promotes the firm's products and second is the ability of this symbol to get the desired purchase share from the customers.
This chapter provides knowledge on defining the branding objectives, target market analysis, brand name creation, marketing research and development, branding strategy, international fashion industry, and branding discipline. The theoretical part of this study includes two chapters. The first chapter mainly covers the topics of branding and strong brands. So, it provides basic information on identifying strong and strategic brand names, explains the challenges that might occur during a brand creation process, and defines branding in the fashion industry.
In the second chapter, the importance of standardization is discussed. The importance of standardization is discussed along with other issues related to quality, identification, pricing and branding of high fashion brands. The chapters include development of a logo, brand name, distribution, merchandising, public relations, branding strategy, and government policies regarding high fashion industries.
A chapter entitled "Aaker and Grafenberg's Revolving Mind - Brand Equity in the Fashion Industry" describes five concepts and provides a description of five critical assumptions in the process of brand equity measurement. The concepts used are; Brand Equity, Return on Investment, Cost of Sales, Cost of Supply and Sales Growth. It provides a summary of twelve peer reviewed journal articles by Aaker and Grafenberg. They use data from the analysis of over 500 case studies of clothing brands. It discusses the importance of creating new brands, the factors that lead to failure, the factors that increase brand equity, the problems facing clothing manufacturers and the role of government in clothing industries.
The third chapter entitled "The Brand Managers' Toolbox: Aaker and Grafenberg" examines the branding process, the relationship between marketing and merchandising, product branding and merchandising, and brand positioning. It examines the development of merchandising through conceptualization, invention, implementation, management, realization and rejuvenation. It provides an introduction to brand management and its key components such as brand equity, market share, profit margin, cost and schedule management, brand management effort and Brand Relevance. It discusses issues associated with change management including timelines, initiatives, principles of change management, competitive issues, strategies and competitor analysis. The final chapter looks at three future scenarios for merchandising and their impact on the future of the fashion industry.
The fourth chapter entitled "Building Retail Systems: Adaptation Strategy and Brand Building Processes" is written by Mark B. Smith. It includes an analysis of six international marketing strategies. It reviews the development of a standardization strategy and an adaptability strategy. It describes the application of these strategies to the fashion industry and the reasons why they were developed. Finally, it describes the methods and strategies to be used in implementing the standards.
The fifth chapter titled "Clients and Clothes: A Practical Analysis of Client Identifiers and Brands" is written by David W. Acker. It focuses on the branding process in developing fashion labels. It includes discussions of developing a clientele analysis, identification of a target audience, fashion label identity and stylization, research on clientele reaction to change and stylization. It also includes the creation of fashion labels that include the integration of designs from different houses.
The sixth and last chapter titled "Social Media as a Strategic Tool for Building Brand Identity" is written by S. Daniel Rashid. It describes the social media phenomenon and its importance as a branding tool. It explains the different types of social media and the use of each one for brand identity building.
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