FASH 380 Chapter 1: FASH 380 Ch 1 (TH,Jan26)
13 Feb 2017
School
Department
Course
Professor
Document Summary
Chapter 1 fashion branding: a brand is a living entity - and it is enriched or undermined cumulatively overtime, the product of a thousand small gesture. ~ michael eisner, ceo. Cumulative image of a product or service. Offers overall experience that is unique, different, special, identifiable. Competitive strategy that targets customers with products, advertising, promotion organized around a coherent message. Not just about individual products, but the creation of an identity for the company. Branding: think cattle: identification purpose, to show ownership, represent quality, to differentiate. More than a name or logo: trademark (i. e. , mk, target) Marketing necessity (i. e. , vcu, made in italy, docg: value, image, identity, benefits. Identity: value is what the brand means to consumers, identity is what it says to them. Positioning: distinctive advantages over competition, 2 levels of positioning. Branding: think cattle: identification purpose, to show ownership, represent quality.
