FASH 290 Chapter Notes - Chapter 1: Private Label, Burberry, Mass Production
13 Jul 2013
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Document Summary
The industrial revolution redefined branding because it introduced machines that produced the same product in large quantities & identical forms. With mass-production came mass marketing & the birth of monster consumer brands. Mass production created the need to distinguish products from their competitors. The term brand is one of the most utilized & referenced terms in marketing & business literature. Brands exist mainly to reduce risks for consumers by encouraging them to buy a branded product that they can trust as well as anticipate its level of quality & service. Brands are also built on the basis of differentiation & bringing something new & different those other competitors in the market cannot, like a new idea or concept. A brand is an entity with a distinctive idea expressed in a set of functional & experiential features w/a promise of a value reward relevant to its end user, & an economic return to its producers.
