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Creating, developing and implementing a brand strategy

This step explores the processes to be taken when creating a fashion brand.

In this step, we discuss the processes taken when creating a fashion brand, and how companies will value performance over leisure while other companies opt to be more fashionable than using the latest technology.

What process do fashion brand companies use in creating a brand?

They start with a brand strategy (Davis 2009) that outlines the company’s mission, target customer (audience for the brand), and competitors (to create brand distinction). Marketing research is conducted to understand views of consumers’ and other stakeholders in formulating the brand strategy (discussed in greater detail in week 1 of the Introduction to Fashion Marketing and Research course).

Next, they conduct a process of brand positioning, or how the company positions its brand on key characteristics as compared to its competitors.

Brand managers and/or merchandisers for fashion brand companies will use brand positioning processes to analyze how their brand compares with competitors—and more importantly, how their brand is different from competitors on characteristics important to the target customer. Brand differentiation results in creating distinct brand images in the minds of consumers. For example, Figure 2.13a shows a brand position map of women’s swimwear.

A brand positioning map for women’s swimwear is shown on cartesian plane performance being at the top of the vertical axis while leisure is at the bottom. Technology is on the left of the horizontal axis and fashion is on the right. Speedo, Tyr, and Diana are high in performance and technology while Tommy Hilfiger and Perry Ellis are high in fashion and leisure. Nike, Adidas, Puma, and Billabong are very close to the center of the two axes

Figure 2.13a: Example of a brand positioning map for women’s swimwear.
The brand development stage is next, by which designers and writers create the brand identity, including the “look, feel, and meaning” of the brand, including name, logo, and language used in portraying the brand in company-controlled communications with the consumer.
The symbols of brand identity include the brand name, typography/font, graphics, logo, trademark, specific colors, and packaging (Hameide 2011). More specifically, a logo is an identifiable graphic design, stylized name, or other symbol used to represent a fashion brand. Logos and other symbols are used individually or in combination to convey the “look, feel, and meaning” of the brand (Figure 2.13b).
Figure 2.13b: H&M’s logo is distinctive through its stylized name, font, and color.
Brand identity implementation involves communicating the brand. Effective brand identity implementation involves using these symbols consistently and throughout the fashion brand company’s signage, advertising, digital presence, and any other communications.
Consumers create a brand image in their minds based on their experiences with the brand and their attention and interpretation of the company’s marketing and advertising efforts. Thus, brand identity and brand image are not necessarily the same thing.
Think again about your favorite fashion brand.
  • What is the brand image for this brand?
  • How do you think this brand differentiates itself from its competitors?

Now that you know all things brand-related, we move on to the next step called fashion brand price zones.

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Fashion and the Global Supply Chain

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