FASHION BRANDING

What redefined branding

The industrial revolution

AMA definition of brand

A name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition

What makes a successful brand

strong identity, is innovative , consistent, and competitively positioned

Ivory example of branding

Brand name “Ivory” represented pureness and mildness

Brand relevance

What the brand promises as a value must make sense to the consumer

Brand Identity symbols

Identity symbols (Color, item, packaging, logo)

Brand identity personality

Brands character, humanizes the brand-emotional aura

Brand positioning

How the company proposes the brand should be perceived about its competitors to highlight brand differences and competitive advantages. 

Brand image

How the consumer ends up

Own experiences with the brand and its competitors

Cultural

Religious 

Economic background

Other external influences

How do branding strategies respond

changing customer needs, enables brands to stay relevant, and creates new business opportunities.

Brand consistency

Without consistency there is no customer loyalty.

Brands must decide on what to innovate and what to maintain as consistent.

While product features change the promised value should stay consistent.

Branding

Endowing products and services with the power of the brand 

Co-branding

Multiple brand names together on a single product or service.

Growth strategies

Licensing

Global expansion

Brand extensions

Global expansion benefits

Financial benefits

Growth of reputation

Boost of brand image

New opportunities for other extensions

New market opportunities and resources

Brand extension

Increases the range and type under the brand’s umbrella.

Corporate brands can create a series of sub-brands under related or unrelated names.

Microbrand

(or satellite brand) is a limited yet distinct of the original (or mother) brand

Experiential branding

the discipline of understanding and defining brands in terms of the way they are experienced, in order to differentiate them in the most powerful dimension: relevance (nothing is more relevant than an experience)”

Blogging

Online personal publishing that allows individuals and companies to articulate and broadcast their message.