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