A Designer As Brand - Personal Fashion Business Plan As A Sample For Fashion Entrepreneurs Page 20
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78sign, symbol, design, combination thereof that identifies and distinguishes a company,
product itself, the promotion or the advertising or the shops in which products are
sold. The brand’s identity is its fundamental means of customer recognition and
symbolizes the brand’s differentiation from competitors. A brand, the company can
secure customer’s loyalty toward the products and regularly provide a product that is
required by customer with sustainable quality and service. A company renews often
the advertising and promotional campaigns to ensure that a company is staying on top
of the business. Brands are about choice, and have to compete in a crowded and noisy
business environment. Martine Assouline, an elegant French woman, responses to
Tungate(2005) that ‘At the moment we are in a period where the brand has an
exaggerated importance’. Therefore, brands build-up needs to know what the
outstanding features can be conveyed to customers and in line to innovations to meet
customers’ changing needs. Successful brands start with a clear proposition. If a
brand without a clear idea of the value to establish, it ends up less attractively to
fruitlessness.
A brand name is a legal entity for a company. It can be protected legally. It is the
main verbal marketing tool and strong point of product reference. Murphy(1990)
indicates that brand name can be classified into seven types; names based on a person,
a place, invented scientific ones, status names derived from fine-sounding English
words, good association names, artificial names, descriptive names. One of the easiest
names to choose for entrepreneurs businesses is their own names. Although using
their own name may seem unimaginative, however, it is facts that many of the most
successful fashion designers use their own name for branding: Vivienne Westwood,
John Galliano, Matthew Williamson, Marc Jacobs, etc. The brand identity is the visual
and verbal articulation of marketing practice, including all pertinent design
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