this presentation shows the define of fashion communication and branding and describe the brand attributes in broad ides.

1. Fashion communication and
branding
Prepared by: tinsaye asfaw

3. brand
A brand is the sum of all
the feelings, perceptions
and experiences a person
has as a result of contact
with a company and its
products and services.

4. Elements of
branding
Concept of brand
‘What is your name?’
The brand concept is simply the
birth of a brand, in other
words, the overall idea behind
the creation of a brand. The
core concept of the brand must
be compelling and appealing to
anyone that comes in contact
with the brand.
Nike is the Winged
Goddess of Victory.
which symbolises
the sound of speed,
movement, power
and motivation.
The U of Unilever
is filled with
variety of random
images. But every
single image
depicts the range of
products Unilever
manufactures.
Agencies

5. Brand identity
‘Who are you?’
The identity of a brand is who the brand truly is and
how consumers perceive the brand.
Miscommunication: internal understanding of the
brand (by its employees) is different from the external
understanding of the brand (by its consumers).
BRAND IDENTITY=brand personality +brand image

6. Solving the
miscommunication
• Memorable
• Affirmative
• distinguish
logo can be
• word
• pictorial
• abstract

7. Brand awareness
(‘Who knows you?’)
This means that the brand is in the
subconscious of the consumers and easily
remembered whenever they come across
products or communications of the same
category(brand recognition + brand
recall)
the luxury brand Gucci has high brand awareness among both male and female luxury
consumers and Gucci might be the first brand that comes to consumers’ minds in association to
luxury fashion

8. How can brand
awareness be achieved?
1. brand partnership
2. Leverage social
3. Use info graphics
4. Publish content
5. Use referrals
6. Consistent branding

9. Brand positioning
(‘Where are you in the
consumer’s mind?’)
Brand positioning statement
1.Who is my customer
2. What benefit does my product
3. Who are my competitors
Positioning means owning a
credible and profitable
“position” in the consumer’s
mind.
To cultured millennial Starbucks Premium
coffee house that adds an intimate and valuable
experience to a consumers life style by
integrating caffeine with comfortable
environment
For serious athletes NIKE gives confidence
that provide the perfect shoe for every sport

10. Brand loyalty
(‘Who wants you?’)
• Brand loyalty is clear
evidence of the success and
relevance of branding to both
consumers and companies.
Who are loyal customers
1. Spend more money per
transaction
2. Buy more frequently
3. Invest valuable time for free
4. less sensitive to the price
• Is a term we use to describe
consumer preference for a
certain brand.
• Consumers prefer to buy a
specific brand on a consistent
base

11. Brand equity
(‘Who likes you?’)
How many
• Customer
• Sale
How much
• worth
Brand Equity refers to the inherent worth that is attached to a
well-recognized brand through the consumer’s perception of
the brand’s superiority.
result in the continuous distinctive
qualities

12. Brand value
(‘What have you gained?’)
• brand value occurs when this equity translates into
financial gains for the company that owns the brand.
• Customers wants to know your value by your action
and achievement.
• Brand value-the core value
Core value
 CUSTOMER OBSESSION
 THINK BIG
 FOCUS ON SIMPLICITY
 FOSTER TRUST
 COURAGE AND OWNERSHIP

13. Types of branding
manufacturer’s brand
Private/store brand

14. MANUFACTURER’S
BRAND
• Direct selling their product
manufactured by themselves.
• They are advanced and innovate on
manufacturing technology.
• They have their product, brand
strategy, customer awareness and other
brand elements.
e.g. Intel
Advantage
• Recognition
• Pricing
• Loyalty

15. PRIVATE BRAND
• They are retailers, distributers
or whole sellers
• Selling and packaging under
retailing brand
• They make pricing, but not
make the product.
• High amount of profitability
E.g. amazon, alibaba, guna

16. BRAND CATEGORIES
BASED ON HUMAN NEEDS

17. FMCG
• Fast moving consumer goods
• Wide variety of frequently purchased product such as tooth
paste, shampoo, soap, plastic goods ,paper , bulb
• They are in expensive
• Low unit value with high volume potential(single use but
frequently)
• If the product does not meet the consumers expectation there
is always other brand ready to take the advantage

19. COMMODITY
• They are the product or service which consumers buy depending upon their
price.
• There is no quantitative differentiation for commodities across the market.
Milk, sugar, oil, grains and cereals, metals, wool and rubber.
• It is not easy to pursue the consumers to pay more price for the parallel.
• product he can get at lesser price, the sellers need to put in a lot of effort on
color, logo, brand character and packaging to differentiate the product so it
makes a significant impact on the consumers mind.

20. LUXURY BRAND
• They are no essential but highly desired out of one’s own perception and
self-worth.
• The desirability is based on the consumer’s demand of high quality, fine
craftsmanship, exclusivity and beauty.
• Peer recognition, appreciation and approval of high status are the
underlying needs which promote luxury brand
• High-end automobiles, jewellery, cosmetics, accessory and perfume.
Types of luxury brand
• Prestige
• Premium
• fashion

22. B2B
• Occur when one business provides
resources to another business for
manufacturing some product and when
one business supplies or rent out the
products to another business.
• More number of customer and
transaction
E.g. McDonalds, pizza hut

23. PHARMACEUTICAL
• These brands cover the products
which are commonly known as
drug.
• There are more than 70000registerd
brand of drug.
• Requirement can be created by
creative advertisement.

24. SERVICE
• This sector spur the economic
growth of many countries.
• Service are produced and
consumed in real time.
• Speed of consumer’s request
punctuality in delivery, quality,
degree of attending special need
and responsiveness are the
factors of service quality.
E.g. Starbucks, Ethiopian air lines

25. E-BRAND
• This brand shows their image such as
company value, competency ,vision,
motives, missions, products/services.
• E-brand work to crate a direct relation
ship between the brand owner and the
customer via internet.
• Provide feature such as to compare
various product with specified cost,
feature with easy and reliable payment
mode then place on consumer mind.
E.g. amazon, alibaba

26. COUNTRY BRAND
• Country like companies apply
branding to help them selves
market for investment tourism and
exports.
• The country of origin is commonly
referenced by the term made in
which depict an association with
the products place of origin which
works as effectively as product
quality.
E.g. France :fashion and wine
Italy: design
Denmark: chocolate
Germany: automotive
Japan: electronics
China?????