Brand Management by Using Special Marketing Strategies : Consumer Perception of a Clothing Product According to the Brand Image

Stefanie Hoffmann

ISBN 10: 3639064488 / ISBN 13: 9783639064483

Editore: VDM Verlag Dr. Müller, VDM Verlag Dr. Müller E.K., 2008

Neuware - Fashion is a billion - dollar industry which employs millions of people around the world, and today, more than ever, affects almost all consumers in society. Consumers often choose the brand matching to their own personality or the personality they would like to represent to others. People have a deep-seated tendency to evaluate themselves, their professional accomplishments, and their material well-being relative to others. To wear brand clothes can be used as status symbols. Clothing, especially fashionable apparel, often represents an important symbolic consumption area for consumers.Thus, the more marketers know about the motives, attitudes, values and needs of consumers, the better able they will be to successfully market to them.The primary aim of this work was to identify and evaluate Brand Management and how companies build up a clearly defined brand image by product advertising, branding, and other marketing strategies. Therefore it was also to investigate and analyse the consumer perception of clothing products according to their brand image. Codice articolo 9783639064483

Riassunto:

Fashion is a billion - dollar industry which employs millions of people around the world, and today, more than ever, affects almost all consumers in society. Consumers often choose the brand matching to their own personality or the personality they would like to represent to others. People have a deep-seated tendency to evaluate themselves, their professional accomplishments, and their material well-being relative to others. To wear brand clothes can be used as status sym­bols. Clothing, especially fashionable apparel, often represents an im­portant symbolic consumption area for consumers. Thus, the more marketers know about the motives, attitudes, values and needs of consumers, the better able they will be to successfully market to them. The primary aim of this work was to identify and evaluate Brand Management and how companies build up a clearly defined brand image by product advertising, branding, and other marketing stra­tegies. Therefore it was also to investigate and analyse the consumer perception of clothing products according to their brand image.

Dati bibliografici

Titolo: Brand Management by Using Special Marketing ...
Casa editrice: VDM Verlag Dr. Müller, VDM Verlag Dr. Müller E.K.
Data di pubblicazione: 2008
Legatura: Taschenbuch
Condizione: Neu