WHO IS YOUR BRAND
CHAPTER ONE
ALL ABOUT A BRAND
What is a brand?
Principles of branding
*Creating brand identity
*Choosing Products with a meaning
*Brand language and communication
*Choosing the right name for the brand
*Evaluating brand awareness
*Brand protection
Design is Everything
Importance of sensorial experiences in branding
New marketing model in fashion
Conclusions
CHAPTER TWO
WHAT THEY DO THAT YOU DON'T
Dolce & Gabbana
Diesel
Custo Barcelona
H&M
CHAPTER THREE
OUR GOALS, NEW DIRECTIONS
An overview of IAF 2003 Fashion Branding Session
How Turkish Industry Can Become Global?
Communicative Fashion Brands
How Should a Fashion Brand Operate?
CONCLUSIONS
RECOMMENDED READING
CHAPTER ONE
ALL ABOUT A BRAND
WHAT IS A BRAND?
Today everybody is talking about branding, brand management and "a brand". What really does a brand mean? Why the term branding has become so hot recently? Before going into what a brand means, let's look at what a brand isn't.
* A BRAND IS NOT A LOGO
The logo is simply a symbol of a brand.
* A BRAND IS NOT THE CORPORATE IDENTITY
A corporate identity defines the ways and means of using the company symbols, logo on printed materials, publications, etc.
* A BRAND IS NOT YOUR PRODUCT
Marketing people in the company are mistaken by thinking that they manage brands. Instead, they
manage their products, sales etc.
So what really is a brand?
A brand is the SOUL, the MEANING and the AURA surrounding your product. It is actually the emotions and feelings of the ...