Zara
...brand identity
*Choosing Products with a meaning
*Brand language and communication
*Choosing the right name for the brand
*Evaluating brand awareness
*Brand protection
Design is Everything
Importance of sensorial experiences in branding
New marketing model in fashion
Conclusions
CHAPTER TWO
WHAT THEY DO THAT YOU DON'T
Dolce & Gabbana
Diesel
Custo Barcelona
H&M
CHAPTER THREE
OUR GOALS, NEW DIRECTIONS
An overview of IAF 2003 Fashion Branding Session
How Turkish Industry Can Become Global?
Communicative Fashion Brands
How Should a Fashion Brand Operate?
CONCLUSIONS
RECOMMENDED READING
CHAPTER ONE
ALL ABOUT A BRAND
WHAT IS A BRAND?
Today everybody is talking about branding, brand management and "a brand". What really does a brand mean? Why the term branding has become so hot recently? Before going into what a brand means, let's look at what a brand isn't.
* A BRAND IS NOT A LOGO
The logo is simply a symbol of a brand.
* A BRAND IS NOT THE CORPORATE IDENTITY
A corporate identity defines the ways and means of using the company symbols, logo on printed materials, publications, etc.
* A BRAND IS NOT YOUR PRODUCT
Marketing people in the company are mistaken by thinking that they manage brands. Instead, they
manage their products, sales etc.
So what really is a brand?
A brand is the SOUL, the MEANING and the AURA surrounding your product. It is actually the emotions and feelings of the person about your product, service and company. It is the intangible quality you create in the minds of the people. We are all emotional rather than rational and in the end the brand is defined by individuals, not by companies or markets. When a sufficient number of individuals arrive at the same gut feeling, then a company really has a brand. You can compare a brand with its competitors only by...
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