1. Describe the
relationship between branding and marketing.
“Branding is a multifunctional process that highlights
a proposed value for a product and transforms it into a real consumer
experience.” (Fashion Branding Unraveled Pg. 39) The brand is created and products are created under the
brand. There is a perceived value that
goes along with the brand. Marketing
gets the brand out to the consumers and creates a familiarity between the brand
and the consumer. “Marketing
supports the development of brands in all of its stages; it plays an integral
role in the creation of the emotional value through the shaping of the brand
personality and then communicating it to the outside world through its various
communication channels.” (Fashion Branding Unraveled Pg. 44)
2. How does the
decision-making process differ between that of luxury brands and mass-market
brands?
“The
concept or idea needs to be fresh and unique enough to convince potential
customers of its role and significance in their lives. It is true that
well-orchestrated marketing campaigns play a significant role in the process;
however, a brand with no substance is doomed.” (Fashion Branding Unraveled Pg.
46) It is up to the brand and marketers
to establish whether a brand will be luxury or not. Both must paint that picture of its consumers
so that they will understand and know what type of brand that they are dealing
with, and whether they want to be loyal to it or not.
3. Explain the meaning
of “brand identity” and highlight its role in the positioning strategy.
“Positioning
is a process and a strategy, which may or may not succeed, whereas the position is the actual mental slot
where the consumer places the brand relevant to others, based on all the
factors we mentioned earlier. Position is translated into a mental image the
consumer creates for the brand.” (Fashion Branding Unraveled Pg. 50)
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