Paper , Order, or Assignment Requirements
“What is fashion branding and how does the branding process establish brand identity?”
Select a successful UK fashion brand you think has a strong brand identity. Carry out a brand audit by researching and analysing its branding practices. Who is the brand’s target customer and how does it communicate its brand values to them? Illustrate your report with examples of key marketing campaigns and explain how these have helped build brand identity. Use branding theory e.g. the brand touchpoint model to analyse the consumers’ experience of your chosen brand instore and online at pre, during and post-purchase. Use Aaker’s brand equity model and/or Kapferer’s brand identity prism to analyse how your chosen brand communicates its brand values to its potential customers.
Word count: branding report (2,250 words with supporting visual material)
