EOC Chapt Questions week 2

1. Describe the relationship between branding and marketing. "Branding and marketing both play major roles when introducing a new product to the public. As described in the book “Marketing supports the development of brands in all of its stages; it plays an integral role in the creation of the emotional value through the shaping of the brand personality and then communicating it to the outside world through its various communication channels” Kaled K. Hameide. Fashion Branding Unraveled, 2011. The Art Institutes. Web. 17 April 2013 <http://digitalbookshelf.artinstitutes.edu/books/978-1-60901-792-7/id/fig2_3a-b>.  They are both categorized into external and internal marketing. Internal would be branding which is the process of using people within the company to come up with branding strategies to sell a product to people. External would be marketing the product outside the company and that includes posters, flyers, and other methods to market the product outside the company. Internal tools used would be emails, special events, internal newsletters, and word of mouth.  External tools would include flyers, posters, videos, and everything.

   

 2. How does the decision-making process differ between that of luxury brands and mass-market brands? “The trendsetters, these luxury products are characterized by a high level of creativity, craftsmanship, quality, and service, in return for a premium price. These groups of products can be either haute couture or ready-to-wear” Kaled K. Hameide. Fashion Branding Unraveled, 2011. The Art Institutes. Web. 17 April 2013 <http://digitalbookshelf.artinstitutes.edu/books/978-1-60901-792-7/S1.3/13>. The decision-making process with luxury brands is selecting different materials that are high caliber to sale to a certain target market without having to stray to another target. For mass market brands you have to consider people budget, moderate priced products that do not go over the budget. This process is more of a trend followers process how to come up with products that people follow.

   

 3. Explain the meaning of “brand identity” and highlight its role in the positioning strategy.” Brand IDENTITY can be simply described as the “meaning of the brand” Kaled K. Hameide. Fashion Branding Unraveled, 2011. The Art Institutes. Web. 17 April 2013 <http://digitalbookshelf.artinstitutes.edu/books/978-1-60901-792-7/S1.3/26>. Pretty much It is a a brands identity that expresses what the brand is about. It adds personalities to the brand so that if formulizes a character to a brand.  Positioning strategy is pretty much the same as the brand identity it creates personalities and establishes the lifestyle of a person through the personalities.