Therefore, a brand makes life easier and fewer risky (Barwise et al., 1990) and may be sources of value for the buyer (Kapferer, 1997). A brand is additionally an “intangible however important element of what a firm means; a set of promises” (Davis, 2002). Finally, Bedbury and Fenichell (2002) say that “a brand is, if it's something, the results of a conjunction method within the brain. They’re sponges for content, images, feelings, sensations, and experiences; psychological concepts within consumers’ minds.” Hence, brands enhance the worth of a product on the far side its functional purpose (Farquhar, 1989). The various definitions that are developed for a
A few more examples of lifestyle brands from the existing literature include Gap, Laura Ashley, Benetton and Ralph Lauren, Abercrombie & Fitch, and Martha Stewart (Chernev et al. 2011). Also, surprisingly in the electronic industries Apple has become successfully a lifestyle brand, with some of its customers being in the point of obsession. Moreover, lifestyle brands have gained an increased share in the luxury market such as Armani, BMW, Louis Vuitton and Rolex. In my opinion an additional interesting way of building lifestyle brands is by promoting the latest trend of self-branding celebrities.
The first concept contains 2 words, which are “Fashion” and “Brands”. Each word is explained meaning and relationship below: Fashion is a popular style or trend, especially in clothing, footwear, accessories, makeup, hairstyles or furniture [Theories of Fashion Costume and Fashion History, Fashion-era] . The word “Fashion” is not just defined as only the latest or the most famous trend. Fashion is a distinctive and often inveterate trend in the style, which depict his or her personality and show his or her attitude to world and other people. There is another idea, said that fashion is something we deal with everyday.
As fashion replaced its name as luxury peoples taste and preferences became more specific and sophisticated and so the concept of luxury brands came into existence. People shifted towards the luxury as the demanded both quality and even quantity as well . Fashion brands were now being termed as the luxury brands and even the products were being called the same .Luxury brand was even
Chapter 3 3.1 Brand The brand is and has been defined in many different ways over the years Depending on the perspective from which the brand is perceived. The brand is linked to the identification of a product and the differentiation from its competitors, through the use of a certain name, logo, design or other visual signs and symbols. The American Marketing Association has defined the brand has name, term, sign, symbol or design. Or a combination of them which is intended to identify the goods or services of one seller for a group of sellers and to differentiate them from those of competitors. 3.2 ASPECTS OF BRAND 3.2.1 Brand architecture Brand architecture is the structure that organizes the brand portfolio.
In the 90’s, fashion was far different than it was now. Colors were bright, loose bright slacks, tight jeans (Known as ‘Jeggings,’) ripped jeans, jackets, t shirts, polos and curly hair. There were a few events that influenced these fashion trends. Sports uniforms were the same as they are now today, military uniforms are mostly similar. The popularity of basketball shoes was born in the 90’s.
Every brand has different perception and brand meaning at the market. Competitors can make a similar product and service, but it’s difficult for them to make the same brand because brand meaning is built on personal impressions but not on a product or service. Branding is also marketing practice of creating a name, symbols or design that identifies and differentiates a product from other products. Brand image and the impressions, feelings