Contribution of Brand Image and Brand Identity to Gain Competitive Advantage: A Case study of UK Fashion Brands

Business & Finance, Marketing & Sales
Cover of the book Contribution of Brand Image and Brand Identity to Gain Competitive Advantage: A Case study of UK Fashion Brands by Hellen Dreeves, GRIN Publishing
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Author: Hellen Dreeves ISBN: 9783656738794
Publisher: GRIN Publishing Publication: September 9, 2014
Imprint: GRIN Publishing Language: English
Author: Hellen Dreeves
ISBN: 9783656738794
Publisher: GRIN Publishing
Publication: September 9, 2014
Imprint: GRIN Publishing
Language: English

Scientific Study from the year 2012 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, , language: English, abstract: The main purpose of the present study was to inquire into the contribution of brand image and brand identity for attaining competitive advantage. For the purpose of the same a case study on fashion industry was taken with a few established and globally recognised fashion brands existing in London. The review of literature indicates that one of the sources for attaining competitive advantage could be the parameters as identified by customer perception model evolved out of the value-cascade positioning; such as the product characteristics, price, promotional activities of the fashion firm and reaching the target audience. The reason being they mostly remain invisible and at times difficult to copy. It is also evident from the data presentation and analysis that the intangible sources as referred in the literature review can also viewed through to gain brand image and brand identity and further lead the fashion industries to gain competitive advantage; they become the most imperative resources. Though an attempt has been made in the fourth chapter to establish relationship between brand images and brand identity its lead to attain competitive advantage could not be explored scientifically, but sufficiently explored with case studies. The case studies were established fashion brand with global recognition. The collected data supported the methodology of secondary data source as well as with interviews. Subsequent analysis of the data has identified a theoretical model that is proposed as the findings of the present study. As a bottom line it is found by the researcher that the brand image and brand identity leads to competitive advantage.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

Scientific Study from the year 2012 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, , language: English, abstract: The main purpose of the present study was to inquire into the contribution of brand image and brand identity for attaining competitive advantage. For the purpose of the same a case study on fashion industry was taken with a few established and globally recognised fashion brands existing in London. The review of literature indicates that one of the sources for attaining competitive advantage could be the parameters as identified by customer perception model evolved out of the value-cascade positioning; such as the product characteristics, price, promotional activities of the fashion firm and reaching the target audience. The reason being they mostly remain invisible and at times difficult to copy. It is also evident from the data presentation and analysis that the intangible sources as referred in the literature review can also viewed through to gain brand image and brand identity and further lead the fashion industries to gain competitive advantage; they become the most imperative resources. Though an attempt has been made in the fourth chapter to establish relationship between brand images and brand identity its lead to attain competitive advantage could not be explored scientifically, but sufficiently explored with case studies. The case studies were established fashion brand with global recognition. The collected data supported the methodology of secondary data source as well as with interviews. Subsequent analysis of the data has identified a theoretical model that is proposed as the findings of the present study. As a bottom line it is found by the researcher that the brand image and brand identity leads to competitive advantage.

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