Building a Strong Brand within the Fashion Industry Essay - 1

Building a Strong Brand within the Fashion Industry - Essay Example Brand management practices refers to the various actions, decisions and even omissions which are done by the fashion companies in order to create value and identity of the brand . A brand has values, identity and emotion attached with it just like a human being. Just as human actions make or mar the human personality, the actions which are taken by the company decide what kind of image the brand receives. Companies use both strategic as well as emotional techniques in order to manage their brand. For effective Brand management the brand of the company should have a unique personality which differentiates it from others. Zara gives a message of democratizing fashion which means that it has to provide customers with latest design and trends at the minimum price. Thus all the activities of Zara are geared in order to ensure that this brand personality of ‘latest fashion at affordable prices’ is maintained. In order to ensure low prices, the company has to pay immense attent ion to its supply chain which needs to be quick and effective. On the other hand Armani as a brand has a personality which is an extension of its founder. The personality of the founder has been shown as youthful by the company, so the strategy of Armani is to target youths make sense. Brand management is also about effective story telling through proper channels of communication. This story

Marketing Plan Essay Example | Topics and Well Written Essays - 3250 words

Marketing Plan - Essay Example Using the case of Shangri-la hotel, this study will highlight the specific branding and brand positioning strategies used by this particular hotel company. In relation to the need to serve the price-sensitive customers a.k.a. the brand switchers, this study discussed the advantages and disadvantages of using a separate brand name. At the end of this study, the bsuiness benefits associated with the use of brand extension strategies were tackled in details. Shangri-la is one of the most well-established hotel brands worldwide. In 1971, the first Shangri-La hotel was built in Singapore (Shangri-La, 2013a). Eventually, the company decided to expand its business operation in other countries. Throughout the entire Asia Pacific region, Europe, North America and the Middle East, Shangri-La hotels and resorts own at least 72 five-star hotels under the brand name Shangri-La (Kuhm, 2011; Shangri-La, 2013b). With the use of brand extension, the company is using the brand name â€Å"Kerry† and â€Å"Traders† to serve the hotel needs of people who are more price conscious (Kuhm, 2011). Branding is more than just the use of a company name, logo, or a trademark (Kotler, 2000, p. 404). In response to the business success of Shangri-la Hotel as a brand, this report will focus on discussing and analyzing how this particular company was able to create competitive advantage with the use of effective branding strategies. As part of going through the main discussion, this report will first discuss the branding strategies used by Shangri-la Hotel and how this company was able to benefit from its branding strategies. Eventually, this report will tackle the significance of branding and brand positioning in the contemporary international tourism. Prior to conclusion, this report will identify and discuss potential problems or limitations which may have impede the business success of Shangri-la Hotel. Based on the