Contribution Of Brand Image And Brand Identity To Gain Competitive Advantage A Case Study Of Uk Fashion Brands
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Contribution Of Brand Image And Brand Identity To Gain Competitive Advantage A Case Study Of Uk Fashion Brands
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Author : Hellen Dreeves
language : en
Publisher: GRIN Verlag
Release Date : 2014-09-09
Contribution Of Brand Image And Brand Identity To Gain Competitive Advantage A Case Study Of Uk Fashion Brands written by Hellen Dreeves and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-09-09 with Business & Economics categories.
Scientific Study from the year 2012 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, , language: English, abstract: The main purpose of the present study was to inquire into the contribution of brand image and brand identity for attaining competitive advantage. For the purpose of the same a case study on fashion industry was taken with a few established and globally recognised fashion brands existing in London. The review of literature indicates that one of the sources for attaining competitive advantage could be the parameters as identified by customer perception model evolved out of the value-cascade positioning; such as the product characteristics, price, promotional activities of the fashion firm and reaching the target audience. The reason being they mostly remain invisible and at times difficult to copy. It is also evident from the data presentation and analysis that the intangible sources as referred in the literature review can also viewed through to gain brand image and brand identity and further lead the fashion industries to gain competitive advantage; they become the most imperative resources. Though an attempt has been made in the fourth chapter to establish relationship between brand images and brand identity its lead to attain competitive advantage could not be explored scientifically, but sufficiently explored with case studies. The case studies were established fashion brand with global recognition. The collected data supported the methodology of secondary data source as well as with interviews. Subsequent analysis of the data has identified a theoretical model that is proposed as the findings of the present study. As a bottom line it is found by the researcher that the brand image and brand identity leads to competitive advantage.
Fashion Branding And Communication
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Author : Byoungho Jin
language : en
Publisher: Springer
Release Date : 2017-04-26
Fashion Branding And Communication written by Byoungho Jin and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-04-26 with Business & Economics categories.
This second volume in the Palgrave Studies in Practice: Global Fashion Management series focuses on core strategies of branding and communication of European luxury and premium brands. Brand is a critical asset many firms strive to establish, maintain, and grow. It is more so for fashion companies when consumers purchase styles, dreams and symbolic images through a brand. The volume starts with an introductory chapter that epitomizes the essence of fashion brand management with a particular emphasis on emerging branding practices, challenges and trends in the fashion industry. The subsequent five cases demonstrate how a family workshop from a small town can grow into a global luxury or premium brand within a relatively short amount of time. Scholars and practitioners in fashion, retail, branding, and international business will learn how companies can establish a strong brand identity through innovative strategies and management.
Co Branding As A Brand Strategy An Analysis From The Resource Based View
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Author : Frédéric Begemann
language : en
Publisher: GRIN Verlag
Release Date : 2006-09-06
Co Branding As A Brand Strategy An Analysis From The Resource Based View written by Frédéric Begemann and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006-09-06 with Business & Economics categories.
Diploma Thesis from the year 2006 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,3, European Business School - International University Schloß Reichartshausen Oestrich-Winkel, language: English, abstract: Organisations hold a distinct resource portfolio which may qualify for competitive advantages. But there are always gaps within this portfolio which limit the value maximization of an organisation (Bürki 1996). The brand is a key resource of an organisation, but despite the increasing number of different brands, the number of familiar and accepted brands in consumers’ minds is very limited (Esch 2005, p. 27). Strong brands can therefore be powerful resources for organisations. Confronted with the innovative demand of consumers, these strong brands can also serve as basis for further value maximization. Nevertheless, even a strong brand only has a distinctive brand identity and respective consumersided brand associations which cannot be overstretched without negative effects (Kaufmann & Kurt 2005). This means that value maximization is limited due to existing brand gaps. The aim of this paper is to analyse co-branding as a brand strategy which contributes to value maximization of an organisation by filling existing organisational gaps. For this reason, the brand as distinct resource is to be analysed and alternatives for filling brand gaps are to be evaluated before guiding a structured analysis of co-branding benefits, success factors and risks from a RBV. Practical implications for co-branding partnerships are to be derived from this evaluation.
Brand Identity Vs Brand Image
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Author : Lisbeth BARTA
language : en
Publisher:
Release Date : 2011
Brand Identity Vs Brand Image written by Lisbeth BARTA and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011 with categories.
Eine Marke ist das Zusammenspiel von Assoziationen mit einer bestimmten Bedeutung, die nach außen kommuniziert wird. Um ein positives, kohärentes Bild einer Marke zu erzielen, sollte eine klare Markenidentität geschaffen werden. Dabei ist zu beachten, dass das Markenimage eine subjektive Interpretation der Markenidentität durch Außenstehende darstellt. Diese Masterarbeit analysiert die Konzepte Markenidentität und Markenimage, im Speziellen in Bezug auf die Modebranche, sowie auch die Gründe für das unterschiedliche Verständnis davon. Um die Ungleichheiten zu erläutern wird die Thematik der Markenbedeutung, Wahrnehmung und Kommunikation beleuchtet. Außerdem wird auf die Konzepte der Markenpersönlichkeit, und Positionierung, sowie auch die Unternehmensidentität verstärkt eingegangen. Die theoretische Analyse der Thematik wird anhand einer Fallstudie über den Österreichischen Boardsport Händler Blue Tomato praktisch angewandt. Die Studie bestätigt die grundsätzliche Theorie auf der die Arbeit basiert, nämlich dass es tatsächlich Unterschiede gibt. Im Großen und Ganzen ist es Ziel dieser Masterarbeit, den Wert einer einzigartigen Markenidentität zu betonen und darauf aufmerksam zu machen, dass das Markenimage oftmals davon differiert.*****A brand is a set of associations that imply a particular meaning which is communicated to the public. In order to deliver a positive and coherent brand message, a brand should have a clearly defined identity. However, the brand image, which is the interpretation of a brand message and brand identity as a whole, is in the eye of the beholder. This thesis examines the concepts of brand identity and brand image, particularly in the context of fashion brands, as well as the reasons for the perceptual differences. In order to understand the disparities, the topics of brand meaning, perception and communication are discussed. The concepts of brand personality and positioning, as well as brand identity in the corporate field are regarded in the course of the thesis. A case study about the Austrian Boardsports retailer Blue Tomato illustrates the concepts in practice. The study shows that there are differences and thus reinforces the theoretical analysis of the thesis. Overall, the purpose of the thesis is to highlight the value of a unique brand identity and the consideration that customers eventually perceive a different brand image.
The Art Of Digital Marketing For Fashion And Luxury Brands
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Author : Wilson Ozuem
language : en
Publisher: Springer Nature
Release Date : 2021-07-17
The Art Of Digital Marketing For Fashion And Luxury Brands written by Wilson Ozuem and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-07-17 with Business & Economics categories.
This book explores omnichannel fashion and luxury retailing with a particular emphasis on the role of computer-mediated marketing environments in determining a consumer’s purchase and post-purchase trajectories. The fashion industry has evolved rapidly over the last few years with the diffusion of fast fashion and luxury democratization, not to mention the advent of ICT and the development of communication. Today, fashion companies face new challenges, such as how to manage brands and how to choose between marketplaces and digital marketspaces. While some companies focus on one channel selection, others embrace the omnichannel choice and look for a balance between the two environments. Whatever the strategy, it is essential to manage these touch-points in order to create interaction between consumers and brands, provide meaningful customer experiences, and to maximize customers’ engagement. An insightful read for scholars in marketing, fashion and retail, this book investigates the triangulation between branding, marketplace, and marketspace and its impact on the organization.
Fashion Branding Reinvented
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Author : Priya Shahi
language : en
Publisher: Abhishek Publications
Release Date : 2024-06-01
Fashion Branding Reinvented written by Priya Shahi and has been published by Abhishek Publications this book supported file pdf, txt, epub, kindle and other format this book has been release on 2024-06-01 with Business & Economics categories.
Fashion Branding Reinvented The New Age Approach" explores the transformative shifts in the fashion industry, focusing on how branding strategies have evolved in response to changing consumer behaviors, technological advancements, and global market dynamics. The book delves into innovative approaches that fashion brands are adopting to stay relevant and competitive, from leveraging social media and influencer partnerships to embracing sustainability and ethical practices. By analyzing case studies of leading fashion houses and emerging designers, the book offers insights into the contemporary branding landscape and provides practical guidance for building a compelling and resilient brand in today's fast-paced fashion world.
The Impact Of The Brand Identity Strategy Of A Consumer Product On Consumer Perceptions
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Author : Adele Lombard
language : en
Publisher:
Release Date : 2013
The Impact Of The Brand Identity Strategy Of A Consumer Product On Consumer Perceptions written by Adele Lombard and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013 with categories.
Although extensive academic research (Czellar, 2004: Nandan, 2004: Keller & Hoeffer, 2003: Aaker, 2004: Kaputa, 2006: Griffen, 2002) has explored consumer perceptions, little research has assessed the impact of brand identity strategies on consumer perceptions, which was the purpose of this dissertation. Kotler and Keller (2006:275) assert the importance of understanding how the brand is perceived by consumers and what impact a brand identity strategy has on consumer perceptions. These perceptions can be described as a brand image which refers to a brand's subjective or perceived attributes in relation to other brands. This perceived image of the brand does not belong to the product but is the property of the consumer's mental perceptions and in some instances can differ widely from a brand's true physical characteristics. By determining the consumer perceptions of a brand, this dissertation investigated the impact of a brand identity strategy on consumer perceptions. The research problem then exists in the possibility of differences between the perceptions of the brand, namely the brand image (reality) and the desired identity that the company sets out to establish. The literature review demonstrated that it is not only the brand identity strategy (which the organisation creates), but also the consumer's perceived image of the product (the state of the consumer's mental perceptions), that has impact on the way the brand is perceived. The closer the perceived image of the brand is to the organisation's aspired brand identity, the less the differences and more successful the brand identity strategy. These differences constituted the research problem. The primary research objective was to determine the impact of the brand identity strategy of a consumer product on consumer perceptions. The following secondary research objectives were identified: to determine what desired perceptions the company wanted to establish with its current brand identity strategy, to assess whether differences existed between the brand image, (the perceptions in the minds of the consumers), and the brand identity strategy (the way the brand managers want the consumers to think and feel about the brand). Taking the purpose of the study and the objectives into account, a qualitative research was conducted, which was exploratory in nature. Text data analysis was the method used to analyse the content and context of the data collected by means of an open-ended questionnaire. The data was collected in two phases. In the initial part of the study, focus groups were conducted among members of the target market to gain an initial understanding of consumer perceptions of the brand. The focus groups assisted the author in developing questions that were used in the open-ended questionnaire in the second phase. In this way, relevant and meaningful data was retrieved ensuring that the research objectives were met. A comparison study was conducted by means of the focus groups to assess whether the responses were of similar nature compared with the responses derived from the questionnaire. It was concluded that a brand identity strategy facilitates the shaping of a mental image by consumers and thereby leveraging it to gain a competitive advantage. According to Dempsey (2004:32), it begins with understanding what the brand means to the consumers (brand image) and what the brand sets out to convey (brand identity) to the consumer. Many organisations know how they want to be viewed and what mental space they want to capture, but find it challenging to maintain a consistent brand identity at all brand contact points. The differences between the brand identity strategy and the consumer perceptions clearly revealed a significant impact of the brand identity strategy on consumer perceptions. Therefore, it can be concluded that the brand identity strategy impacts on consumer perceptions for the specific brand in the study with some brand identity elements having a stronger influence on forming perception than others. Once there was an understanding of how the brand is perceived by target consumers and how the brand is planned to be perceived in the future, the author identified the possible differences that needed to be bridged between the two and offered recommendations and key shifts required to move from the current perceptions to the ideal brand identity.
Communicating Fashion Brands
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Author : Emily Huggard
language : en
Publisher: Routledge
Release Date : 2020-02-19
Communicating Fashion Brands written by Emily Huggard and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-02-19 with Social Science categories.
This book demonstrates how fashion brands communicate, why the practice is significant within wider society and how it can be perceived as culturally meaningful. Enabling readers to connect the tools and techniques of communication with their theoretical underpinnings and historical antecedents, the book shows how these methods can be applied in practice. The authors utilise social, consumer and cultural theory, and frameworks rooted in psychology, sociology and economics, as mechanisms to analyse and deconstruct current communication strategies used by fashion brands. The book presents insights and strategies for communicating authentic values, conveying a clearly defined aesthetic and visual language and generating shareable content that resonates with audiences. With insights into strategies used by brands including Burberry, Gucci, Dior, COS, Rapha, Warby Parker and Maryam Nassir Zadeh, each chapter outlines ways of maintaining relevant and consistent brand narratives in the 21st century. From how to sustain a dialogue with a brand’s community, to the use of brand collaboration, co-creative storytelling and fashion spaces, the book aims to develop reflective communication practitioners who have a deep understanding of the cultural landscape, brand strategy and industry innovation. Written for scholars and practitioners, this book is a valuable blend of theory and practice across the fields of fashion, communication and branding.
Nation Branding
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Author : Keith Dinnie
language : en
Publisher: Routledge
Release Date : 2008
Nation Branding written by Keith Dinnie and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008 with Business & Economics categories.
Nation Branding: Concepts, Issues, Practice is a comprehensive and exciting text that demonstrates why nations are embracing the principles of brand management. It clearly explains how the concepts and techniques of branding can be adapted to the context of nations- as opposed to the more usual context of products, services, or companies. Concepts grounded in the brand management literature such as brand identity, brand image, brand positioning, and brand equity, are transposed to the domain of nation branding and supported by country case insights that provide vivid illustrations of nation branding in practice. Nation branding is a means by which more and more nations are attempting to compete on the global stage. Current practice in nation branding is examined and future horizons traced. The book provides: * The first overview of its kind on nation branding * A blend of academic theory and real world practice in an accessible, readable fashion * A clear and detailed adaptation of existing brand theory to the emerging domain of nation branding * An original conceptual framework and models for nation branding * A rich range of international examples and over 20 contributions by leading experts from around the world Country case insights on nation branding strategies currently being utilized by nations such as Japan, Egypt, Brazil, Switzerland, Iceland, and Russia Clearly and coherently structured, the book is an essential introduction to nation branding for both students and policymakers and will be an essential text for those interested in this fast growing area. Key Features: * Seminal text in a cutting-edge, controversial and crucial field of global importance * Ideal blend of theory and practice * Twenty individual country case studies, including USA, Hong Kong, Japan, New Zealand, Spain and China.
Firms In The Fashion Industry
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Author : Laura Rienda
language : en
Publisher: Springer Nature
Release Date : 2021-10-04
Firms In The Fashion Industry written by Laura Rienda and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-10-04 with Business & Economics categories.
This contributed volume captures some of the most current topics and trends in the fashion industry. It provides a theoretical and empirical analysis of the behaviour of firms in this fast-moving industry with a focus on their resources, capabilities and routines around communication and sustainability strategies in an international context. It covers hot topics such as the role of social media, sustainability, and luxury as well as brief mention on how the Covid-19 pandemic will impact fashion brands. With contributions from practitioners and academics, this book provides an overview of the debates, analysis and best practices, making it an invaluable resource for anyone studying or researching the fashion industry, branding, or luxury.