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fashion branding > Chapter 3 > Flashcards

Chapter 3 Flashcards

1
Q

what is brand communication?

A

the promotional mix available for communicating the brand’s presence identity and value through advertising & other channels

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2
Q

What are the 3 reasons for brand communication?

A

Inform, remind, and convice

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3
Q

what does it mean to inform?

A

to deliver info about a brand, such as announcing the launch of a new product

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4
Q

what does it mean to remind?

A

to make people not forget about the brand

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5
Q

what does it mean to convice?

A

attempt to convince people that the brand & its products are better than the competition

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6
Q

What are the 2 options for brand communication?

A

advertising and publicity

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7
Q

what is the most common channel for promotion?

A

Advertising

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8
Q

what does advertising usually deliver?

A

a focused message about the brand & its products in addition to promoting the brand’s identity

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9
Q

what is publicity?

A

a non-paid, non-commissioned promotional activities such as magazine editorials or word-of-mouth

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10
Q

why is publicity effective?

A

it is perceived as unbiased and not self-servicing

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11
Q

What is public relation?

A

refers to activities held by the company to enhance the brand’s image & gain favorable publicity

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12
Q

PR activities include:

A

press release kits & special events such as charities

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13
Q

why is PR effective?

A
  • it minimizes effects of any negative publicity or clarifies mishandled info.
  • establishes the brand’s image as a socially conscious brand
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14
Q

What is outdoor marketing?

A

includes billboards & busses & guerrilla marketing

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15
Q

what is guerrilla marketing?

A

a low-cost, unconventional means are used in a localized fashion to draw attention to an idea, or service

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16
Q

what are the pros to outdoor marketing?

A
  • high exposure frequency
  • moderate cost
  • flexibility
  • geographic selectivity
  • broad, diverse
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17
Q

what are the cons of outdoor marketing

A
  • short messages
  • lack of demographic selectivity
  • high “noise” level
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18
Q

what are promotion activities (price promotions)?

A

choosing the right promotional activity & the right timing essential

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19
Q

promotional activities are effective in what segment?

A

mass-market

20
Q

how are celebrities used in promotions?

A

they give their endorsement and become a spokesperson

21
Q

what is product placement?

A

the strategy of visibly integrating into the scenes of movies products to be used or worn by the characters

22
Q

what is co-branding?

A

the practice of using multiple brand names together on a single product or service

23
Q

what are the pros of co-branding?

A
  • The more famous brand may earn credits & publicity, & the smaller name is exposed to a wider market
  • Both benefit from an increase in sales & promotion
  • Expanding into new, products, markets & segments
  • Enforces positioning & image-building through associations w/ a strong established brand
  • Can form the basis of loyalty programs
24
Q

what are the cons of co-branding?

A
  • Lack of total understanding or compatibility between both partners
  • Potential difficulty dismantling the co-branding association
  • The possibility that one brand might overpower & overshadow the other
    -Legal headaches if anything goes wrong
25
Q

what are some growth strategies?

A

brand extension and fashion licensing

26
Q

what is brand extension mean?

A

refers to increasing range & type of product lines under the brand’s umbrella

27
Q

what are some advantages of brand extensions?

A
  • Allow for the creation of supportive products, such as socks w/ pants
  • Make the brand more visible & powerful
  • Reach various markets & segments through trading up or down
  • A good strategy to respond to competition
28
Q

what are the cons of brand extensions?

A
  • Brand extensions still require large investments
  • The brand needs to possess enough credibility & value as a lifestyle brand
  • Extensions must make sense w/in the larger brand philosophy
  • All extensions should follow the same rules for delivering value
29
Q

what is fashion licensing?

A

an agreement which the legal owner of a brand or trademark (the licensor) gives another party (the licensee) the legal right to use the brand’s name & identity in return for a compensation AKA a royalty fee

30
Q

what are operational expansions?

A

vertical and horizontal

31
Q

what is vertical expansion?

A

organization is taking over & controlling various stages of the production or distribution chain

32
Q

what is horizontal expansion?

A

refers to expanding at the same level & stage of the production stage

33
Q

what is international expansion?

A

any form of presence in foreign markets even if it is inconsistent in types of products or size of operation

34
Q

what is global expansion?

A

having a branding proposal in all foreign markets w/ the option of some level of adaptation, but the brand more or less remains intact

35
Q

what type of brands are more likely to be global brands?

A

luxury brands

36
Q

why is going global good for a luxury brand?

A
  • offsets their limited quantity & exclusive distribution
  • their customers are affluent travelers who want to be able to find their favorite brands in all fashion capitals of the world
37
Q

what are the benefits of expanding globally?

A
  • New business opportunities, resources & sources of revenue
  • Benefit from economies of scale (the more you produce the lower your cost)
  • Boost reputation & brand image
  • Opportunities for forms of extensions
38
Q

what are the challenges of expanding globally?

A
  • Pricing strategy issues: how to price the product in different markets?
  • Counterfeit problems & grey market (product was sold in a market that it wasn’t supposed to)
  • Cultural & taste differences
  • As businesses usually start locally before going global, the initial strategy is generally tailored to local markets w/ no provisions for going global
39
Q

what are global expansion patterns?

A
  • same brand/ same product
  • same brand/ adapted products
  • same brand/ different positioning
40
Q

what is same brand/same product pattern mean?

A

Implementing minor complementary adaptations to the brand offerings for different markets such as changes in sizing

41
Q

what is same brand/adapted products pattern mean?

A

Market differences whether cultural, social, or economic require some adaption of the product offering

42
Q

what does same bran/different positioning pattern mean?

A

Zara is a brand that is positioned differently in different markets around the world

43
Q

what is re-positioning?

A

Sometimes as the brand gets older, so it’s customers, & as result the need for change. Thus, it needs to establish a new relationship & relevance with a new group of customers

44
Q

what is relaunch?

A

when a brand is reintroduced after a period of demise

45
Q

what is re-vitalization?

A

Differs in that it does not necessarily include a repositioning strategy & is not meant to appeal to a different customers

fashion branding (2 decks)

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