Title: Explain the concept of branding.
Course: Fashion Marketing (12153-I) > Section: Understanding Economic and Marketing Concepts

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
- capitalizing on brand exposure.

Explanation should include an awareness of knock-offs and counterfeits 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?