Explanation should include the definition of branding and the roles it plays in an organization’s fashion marketing strategy, such as
- building product recognition
- creating customer loyalty
- offering a standard of quality
- differentiating products from their competitors
- engaging wider audiences through collaborations and partnerships
- capitalizing on brand exposure.
Explanation should include an awareness of counterfeits (i.e., dupes/knockoffs) and their effects on branding.
Process/Skill Questions:
- What elements are needed to establish a recognizable fashion brand?
- What current fashion brands are recognizable in the marketplace? Why?
- How important is a logo to establishing a brand?
- How do logos and labels differentiate a company's products from those of its competitors?
- What role do designers play in branding?
- What role does a brand name play in the mind of a consumer?
- What is licensing? Why do manufacturers request licensing of a designer or brand name?
- What is the difference between a design and a license?