* Chapter 5:
Fashion Branding
AD 3118 Fashion Marketing & Brand Management
A.Kwanta Sirivajjanangkul
Albert Laurence School of Communication Arts
Department of Advertising
2014
*Chapter Outline
* Defining a brand
* Types of Brands
* The purpose of branding
* Developing and managing brand identity
* Brand strategy and management
Defining a brand
AD3118 for 2/2014 by A. Kwanta S.
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* The concrete features of a
brand are its logo, tagline,
slogan, actual products, and
physical retail environment
* But a brand is more than the
sum of its parts – most of
what constitutes a brand is
intangible.
* In many ways the brand is
paradox, a composite shaped
internally by company
strategy and externally by
consumer perception and
experience.
* Formed from a unique mix of
tangible and intangible
elements, a brand is created
out of a total package
including not only garments,
retail environment,
packaging, and advertising
but also the meanings, values,
and associations that
consumers ascribe to the
brand.
*
* Walter Landor, a pioneer of branding, famously
said, “Products are made in the factory, but
brands are created in the mind”.
* Adamson defines a brand as, “ something that
exists in your head. It is an image or a feeling.
It is based on associations that get stirred up
when a brand’s name is mentioned” (2007).
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* The values, messages, and ideas that underpin a brand
will be expressed through:
1. The brand name and logo
2. The product
3. Packaging and display
4. The environment in which it is sold
5. Advertising and promotion
6. Company reputation and behavior
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* Brands exist at every level of the fashion
industry.
* There are branded fibers, branded textiles,
sport brands, designer brands such as Armani
or Donna Karan, luxury brands like Louis
Vuitton or Hermes, iconic couture brands like
Dior, fashion retail brands, and even
department stores that have achieved brand
status.
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1. Corporate brand
* this is where an
organization has one
name and one visual
identity across its
brands. The corporation
is the brand.
manufacturing corporation,
MAS Holdings, has this kind of
structure:
*
MAS Intimates produces
lingerie and intimate
apparel for global
customers such as Mark &
Spencer, Gap, and
Victoria’s Secret
*
MAS Active is a supplier of
active sports and casual
wear to Nike, adidas,
Reebok, Gap, and Speedo
*
MAS Fabric develops
fabrics, elastics, lace, and
other.
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2. Manufacturer Brands
* these are created and
marketed by producer
companies who will
choose a name for their
branded product.
Manufacturer brands are
prevalent within the
fiber and textiles
industry.
* ex. DuPont
*
*
Lycra
Kevlar
* ex.
NatureWorks LLC ,
joint venture between
Cargill and Teijin of Japan
produce Ingeo
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3. Private brands
* also known as own
brands, store brands,
retailer brands, own
label.
designer-branded
merchandise
*
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*
*
*
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* private brands raise the
profile of retailer,
differentiate its
offering, and add value
for customers. Retailers
tend to favor them
because they offer
opportunity for higher
margin than selling
ex. US department store
*
Nordstrom
Classiques Entier
Macy’s
I.N.C.
Tasso Elba
ex. Zarola
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4. Endorsed brand
* when a parent brand
gives its name or
endorses one of its own
sub-brands. The names
of the parent and subbrands are linked.
* the endorsement gives
credibility to the subbrand while also
capitalizing on the
status and reputation of
the existing main brand.
*
*
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ex. Polo by Ralph Lauren
ex. Obsession by Calvin Klein
ex. Marc by Marc Jacob
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5. Co-brands or
partnership brands
* a co-brand is created
when two brands join
together to develop a
new brand.
* Y’s Mandarina, a bag and
accessory collection for men
and women created in
conjunction with the
luggage and accessory brand
Mandarina Duck
* Adidas Y-3 (Y-3) a
collaborative brand project
with adidas
* Y-3 takes its name from the
“Y” from Yamamoto and the
three stripes of the adidas
logo
* ex. Yohji Yamamoto has
*
6. Brand Portfolio
* when a brand has a
brand portfolio the aim is
to maximize coverage of
the market without the
individual brands within
the portfolio competing
with each other.
* the multiple brands
within the company will
be designed to address
specific needs across
different key segments
within the market.
* ex. Gucci Group
* Bottega Veneta
* Yves Saint Laurents
* ex. Adidas Group
* Adidas
* Reebox
* Rockport
* TaylorMade
The Purpose of Branding
AD3118 for 2/2014 by A. Kwanta S.
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* tap into values and beliefs
* create connection
* generate emotional response
* provide reassurance
* ensure consistency
* build loyalty
* add value and charge premium
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*Brand Identity
* brand identity is controlled from within an
organization and should relate to how the company
wishes consumers to perceive and engage with the
brand.
* people use brands, and fashion in particular, to
make statements about themselves – the meaning
and associations consumers have with brands, how
they feel, how they want to be seen, and how they
wish to be perceived by others.
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*Brand Identity
* the brand identity will be built up using the following:
* the logo
* the product and services
* packaging
* retail environment
* windows and visual merchandising
* promotion, advertising, and PR
* Website
* the consumers will interpret all of a brand’s
signifiers and form their own impression of the
identity.
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*Brand Image
* the image of a brand will differ depending on
whether it is formed by a brand-user or non-user or
someone who has a business association with the
brand such as a supplier or stakeholder.
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*Brand Identity & Image
* there is a strong correlation between brand and
consumer identity. Consumers are likely to connect
with brands that affirm their personal viewpoint and
ideals.
* marketers need to ensure that brand identity and
brand image are closely match. A large gap between
identity and image can result in catastrophic
problems of a brand.
*
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Brand Identity and Image
there is a strong
correlation between
brand and consumer
identity. Consumers are
likely to connect with
brands that affirm their
personal viewpoint and
ideals.
Consumer identity
Brand image
Consumers will use
external expressions of
the brand to form their
own perception and
opinion of the brand.
This is knows as brand
image.
Logo+products+packaging+display+promotion+website
Brand Identity
Brand identity is controlled
internally from within a
company. It is reflected
externally through every
outward expression of the
brand. Each aspect of the brand
must be consistent in order to
build a strong and coherent
brand
Developing and
managing brand identity
AD3118 for 2/2014 by A. Kwanta S.
*
*Brand Management: to develop and manage the
brand, or how to create differences for the brand, also
how to manage consumer perception towards product,
services or company.
* Brand Equity : brand asset
* 3 keys to develop and mange Brand Identity
1. Brand essence
2. Brand values
3. Brand personality
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1. Brand essence:
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a brand essence describes the essential nature or core of
a brand. It could be described as the brand’s heart, spirit,
or soul.
closely to allied to the brand essence is the brand
proposition, which is a succinct expression of what the
brand intends to offer or promise to the customers.
mostly, essence and proposition explain the reasons
behind the brand and clarifies the motivation for the
business.
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2. Brand values:
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Brand values build upon and expand the central theme of
the brand essence.
They are the core values that set the code by which a
brand organization operates.
The values should inform all aspects of how the company
runs its business, designs, and develop its products,
delivers its services, and markets and promote its brand.
Consumers are more likely to engage with a brand when
they respect or connect with its values.
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3. Brand personality:
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Brand personality works on the premise that brands can
have personalities in much the same way as people.
Professor Kotler, when describing the differences
between the computer brands IBM and Apple,
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Apple – 20S, IBM – 60S
When related to fashion, it is all easy to say that a brand
is fashionable, stylish, modern or luxurious. But do those
characteristics really capture the flavor of its personality
or distinguish the brand clearly from any other.
The Vivienne Westwood label could be described as
British fashion with a twist, so could that of Paul Smith??
Vivienne Westwood – anarchic, irreverent, a little
subversive
Paul Smith – British style with quirky elements of
unexpected
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* Brand Onion diagram
Brand Strategy and management
AD3118 for 2/2014 by A. Kwanta S.
Brand extension
and stretching