We identify a person based on their unique personality; the same is the case with businesses. A brand persona plays a central role in the positioning and success of a company and its products. For example, Tesla has created a niche in the market as a high quality electric car provider, an image strengthened by continuous marketing campaigns where the focus is on the quality and not the price.
Similarly, sportswear brings to mind the tagline ‘Just do it’ and you can’t think of smartphones without the brand Apple. All of these products have one thing in common and that is brilliant brand management.
The fashion world is also not devoid of this influence with a growing focus on impactful brand management strategies. While Stella McCartney has cashed in on the demand for sustainable and environmentally-friendly fashion, Valentino has kept the focus on sophistication and also, collaboration.
Students looking to study fashion business management can make a great career in this sector. You will get plenty of opportunities to use your expertise and grow professionally. Along with a fashion marketing degree, you must make continuous endeavours to study the different tactics of brand management such as those discussed below.
Businesses use brand management to control the reputation of a product and generate awareness among the audience, along with gaining their loyalty and trust. This way the perception of a brand can be set in the mind of the consumer and a promise is made which the business continuously works to fulfil.
Along with defining and positioning a brand, delivering it is also essential here. Customers stay loyal to Apple due to the business’s continuous efforts to offer the very best. For the audience to stay committed to your brand, you must display an equal commitment to maintaining your promise of quality and efficiency.
With fashion consumption growing by 63% in the next decade, brands already need to focus on positioning themselves strategically in the market.
Tips for brand management
Along with enrolling on fashion management courses, students should develop a keen insight into the market to find out what each brand is doing. There are many brand management tips that you can pick up and incorporate from various fashion and non-fashion brands. Here are a few examples:
- Create an emotional connection
No one demonstrates brand management as well as Tiffany & Co which has ruled the luxury jewellery space for a long time. From cinematic influence to celebrity endorsements, the brand has made all the right marketing moves.
The signature blue gift box has not only become the symbol of opulence but also love. In the current market, the brand reinforces its position with a strong strategy which includes refined content and collaborating with the latest celebrities such as Kendall Jenner. Despite newer brands taking over, customers continue to buy Tiffany products as they have a deep emotional association with it.
- Brand logo and design
You would instantly recognise a Louis Vuitton bag anywhere due to the unique LV monogram and design aesthetic. The brand logo and design embody the creative side of the brand and give it a position in the customer’s mind. Hence, a lot of thought is put into the creation of a singular logo that does complete justice to the brand’s theme, which here embodies luxury.
Louis Vuitton’s rise to a desirable luxury brand can be credited to the business’s strong brand positioning strategy. The monogram is so deeply etched into the mind of the customers that they immediately associate it with the distinct brand.
- Maintain transparency
The digital-savvy customers are smart and appreciate honesty and transparency from a brand. Dominoes understood this early on and after receiving harsh criticism for their depleting pizza quality in 2009, they decided to rebrand themselves.
This change was not simply limited to the change of name from Domino’s Pizza to Domino’s. It had a complete strategy backing it which included the creation of a new pizza recipe by the head chef and tasting of the brand new pizza by the strongest critics of Domino’s. Social media posts and videos were sent out and delivered a strong message about this revamping. It became clear that the business valued its customer.
- Bring value
Being a sports brand means constantly facing tough competition and yet Nike has managed to have a stronghold on the market. This is due to their strong focus on enhancing the performance of athletes. Nike believes in empowering people through their products and sends a clear message through athlete endorsement.
From ensuring efficient responses to customer complaints to creating a highly positive social media presence, Nike is all about maintaining a strong brand image. Be it ‘find your greatness’ or ‘you can’t stop us’, the brand creates a special value which is unmatched.
No one has aced effective brand management in the way LEGO has; this has enabled it to earn the ‘Apple of Toys’ status. The 90-year-old company was once at the risk of stagnation in the new digital era. However, it turned to online channels to create a more exciting brand image that kids can connect with.
From LEGO-themed entertainment venues to the blockbuster Batman Movie, the brand made complete use of its marketing acumen. The result of the new brand strategy was growth and also a new fan base that included adult audiences.
If you’re keen to pursue a career in the dynamic field of fashion marketing then you should look into a good course such as BA (Hons) Fashion Management & Marketing offered by the reputed London College of Contemporary Arts (LCCA).
Awarded by the well-established University for the Creative Arts, this course has helped LCCA graduates find jobs in big fashion hubs such as Burberry, Harrods and more. Click on the link to book your place!