Fashion Branding Book Notes
Brand Communication: plays one or more of the following roles in the life of any brand-
1. Inform: deliver information about brand (announcing launch of new product).
2. Remind: make people remember brand.
3. Convince: attempt to convince people that brand & its products are better than the
Communication focuses on emotional & functional values.
Marketing Mix: Four Ps – Product, price, promotion, & place.
VIP Concept: Value, identity & product mix.
The goal of communication is to convey the positioning proposal, polish it, & persuade the
consumer to purchase the brand’s products. The promotion mix options available are wide and
Advertising: most common channel of promotion. Delivers a focused message about
brand & its products, & promotes brand identity.
- Magazines: play important role in fashion industry. great channel for showcasing
new designs & trends using creative & high quality advertising. Suitable for different
kinds/levels of brands.
- TV (national & cable): most glamorous channel advertising & the dream of every
marketing manager. Most attractive & effective channel.
Publicity: non-paid, non commissioned promotional activities, such as magazine
editorials or word of mouth. It’s effective because it is perceived as unbiased & not self
Public Relations: activities held by company to enhance brand’s image & gain favorable
publicity. PR activities are specially important to minimize effects of earlier negative
publicity or clarify mishandled information. PR activities include press release kits &
special events like charities, speeches, & product launches.
Promotional activities: coupons, sales, free samples, etc, are effective tools especially in
mass-market segment. Choosing right promotional activity & right timing is essential.
Celebrities & fashion promotion: fashion brands turn to celebrities to promote
products. Celebrities can have various promotional roles that include: endorsement,
testimonials, spokesperson, & product placement (integrating products in movie
Co-Branding: practice of using multiple brand names together on a single product or service.
This form of alliance can have potential economic & commercial rewards for participating
- Promotional co-branding: most common type of co-branding practiced by
Launching a new brand is more than just launching & introducing a product. Brand must be
launched with its values/everything it stands for because you are launching the concept &
establishing the platform or umbrella that will eventually cover & embrace all the products
produced under the name. Fashion Branding Book Notes
Brand audit: stage where organization assesses brand’s performance & measures customer’s
reactions. Based on evaluation decisions can be made regarding whether brand is on the right
track or not.
Licensing: an agreement through which the legal owner of a brand or trademark (the licensor)
gives another party (the licensee) the legal rights to use the brad’s name & identity, in return for
compensation often known as a royalty fee.
Brand extension: refers to increasing range of product lines under brand’s umbrella. This means
introducing new product lines or categories that did not exist before, such as introducing a
menswear line to a previously known women’s wear brand, or introducing a pants line when
before the brand only offered shirt products. Corporate brands can also extend their brand