3 Fashion System - Brand, Identity, and Strategic Communication

Vocabulary flashcards covering core concepts of brand equity, identity vs. image, stylistic identity, heritage dimensions, and strategic communication touchpoints in fashion and luxury management.

Brand (General Definition)

A name, term, sign, symbol, or combination intended to identify the goods or services of one seller and differentiate them from competitors.

Marka

The Germanic origin word for 'brand', historically meaning boundary, limit, or border, reflecting how a brand delimits its territory.

Intrinsic Value (Valore Intrinseco)

The tangible value component of a brand related to physical product attributes, materials, and functional quality.

Symbolic Value (Valore Simbolico)

The intangible value component of a brand linked to status, lifestyle, social identity, and emotional resonance.

Brand Value

The extra price consumers are willing to pay for products associated with a specific brand compared to identical unbranded goods.

Brand Equity

The cumulated value capital of a brand; an intangible asset evaluated from both consumer perception and financial market value.

Brand Identity

The actual manifestation of a company's reality (vision, values, products, name, logo) constructed and conveyed directly by the brand/sender.

Brand Image

The reflection of brand identity as perceived, interpreted, and reconstructed in the minds of constituencies/receivers.

Shannon-Weaver's Model of Communication

A theoretical framework outlining communication elements: information source (sender), transmitter (encoder), channel (with noise), decoder, destination (receiver), and feedback.

Stylistic Identity

The set of core aesthetic elements—including logo, colors, fabrics, patterns, details, lines, and shapes—that preserve a brand's unique style codes over time.

Four Stitches (Maison Margiela)

An iconic, subtle stylistic code consisting of four white stitches fixing an inner numbered fabric label to the garment.

Prada Triangle & Black Nylon

Signature Prada stylistic elements combining an inverted enamel triangle logo plaque with industrial black nylon fabric.

Intrecciato

A signature woven leather technique serving as an iconically recognizable, logoless stylistic code for Bottega Veneta.

Plissé (Issey Miyake)

A permanent garment-pleating technique developed by Issey Miyake that functions as a distinct, core stylistic code.

Red Sole (Christian Louboutin)

A bright red lacquered outsole that serves as a primary signature stylistic code and distinct trademark for Christian Louboutin footwear.

Heritage - Place

A dimension of brand heritage tied to geographical origin, headquarters, or architectural landmarks (e.g., Fendi in Rome or Prada in Milan).

Heritage - People

A dimension of brand heritage built upon key individuals, founding families, creative directors, or iconic muses associated with the brand.

Heritage - Products

A dimension of brand heritage defined by iconic, archival hero items that represent the brand's history and craftsmanship.

Heritage - Brand Legend

A dimension of brand heritage constructed around brand storytelling, mythology, artisanal traditions, or specialized lifestyle themes.

Cone Bra Corset (Jean Paul Gaultier)

An iconic product in fashion heritage designed by Jean Paul Gaultier, famously worn by Madonna during her 1990 Blonde Ambition tour.

Integrated Communication

A strategic approach ensuring that all external messages from a firm are consistent, reinforcing consumer perception rather than creating dissonance.

Communication Touchpoints

The complete range of channels and encounters through which a brand interacts with its target audience (e.g., fashion shows, stores, advertising, websites, CSR, collabs).