1. Explain in your own words why we need brands.
"Whether these accusations are valid or not, the reality remains that
branding is a major force in business, and brands play a very important role in
our lives. And in the world of fashion, it is not any different"( 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/ch1>.)
. We need brands because they help create an identity for a certain product. It
also helps differentiate each brand from other brands. We also need brands to
classify what kind of person a person is as well. Branding also helps products
from being copied and used for own profits. Brands are used in marketing and
business literature from many different perspectives of different business
professionals.
2. The promise of
value is an important element of any brand. Explain the concept and its
relevance to the brand. “A promise is a contract, a guarantee, and a reducer of
risk, so accordingly the PROMISE OF VALUE ensures that the values attributed to
the brand will be delivered” Kaled K. Hameide. Fashion Branding Unraveled,
2011. The Art Institutes. Web. 17 April 2013
<http://digitalbookshelf.artinstitutes.edu/books/978-1-60901-792-7/S1.2/6>.
Pretty much a brand is a promise that gives the consumer what they expect out
of the product. Values are the main
reason for a purchase for all consumers. It makes the purchasing process more
easier once a person identifies the promise the product offers.
3. Innovation and
consistency may seem to be two contradicting notions. What does each term mean
in relevance to the brand, and how do these terms work together in defining it?
Innovation enables brands to respond to changing customer needs. Innovation also creates new business
opportunities as well as many different features to improve business or
product. Consistency would be another key factor when creating a brand. Consistency
is constantly keeping up with the consumer and always updating new ways to
improve a product or business which is where innovation then steps in. As said
in the book “A brand needs to be in tune with the times, and in sync with
customers' needs and aspirations. It needs to respond to economic,
technological, and generational needs and developments” Kaled K. Hameide.
Fashion Branding Unraveled, 2011. The Art Institutes. Web. 17 April 2013
<http://digitalbookshelf.artinstitutes.edu/books/978-1-60901-792-7/S1.2/15>.
