(Esch, 2010: 22), which are designed by companies to identify their products (Kotler et al. 2009: 425).
Aaker (1991:15), Brand Equity is ― “a set of brand assets and liabilities linked to a brand, its name and symbol, that add to or subtract from the value provided by a product or service to a firm and/or to that firm 's customers" (p.15). He defined five categories of brand assets that capture a mix of customer 's and the seller 's viewpoints: (1)brand loyalty, (2) brand awareness, (3) perceived quality, (4) brand associations and (5) other proprietary assets, (Aaker, 1991:15). Brand communities directly affect all four of these components and are consistent with the trend toward broadening definitions of consumer brand loyalty in general …show more content…
As suggested by this definition, fashion occurs in many aspects of life- dress, cars, home, decor, food, music. Fashion brands have been described as uniquely “experiential” (Aaker, 1996) as many consumers have to coordinate all of their branding signals to express the experience as a whole (Kendall,2009). Fashion brands provide a visible cue that reflects consumers’ identity, lifestyle,and interests, reinforce symbolic and social values, and generate emotional responses (Hameide, 2011). The symbolic meaning attached to fashion brands provides additional value (Levy, 1959; Sirgy, 1982). Easey (2009) defines Fashion marketing as the application of a range of techniques and a business philosophy that centres upon the customer and potential customer of clothing and related products and services in order to meet the long-term goals of the organization. Easey (2009) states that fashion marketing does stand out as different from other parts of marketing. The major characteristics of fashion, the fast product turn-over and fast moving trends puts a different pressure onto the marketing activities, as well as the strong importance of design that leads and reflects the demand of the
Aaker (1991:15), Brand Equity is ― “a set of brand assets and liabilities linked to a brand, its name and symbol, that add to or subtract from the value provided by a product or service to a firm and/or to that firm 's customers" (p.15). He defined five categories of brand assets that capture a mix of customer 's and the seller 's viewpoints: (1)brand loyalty, (2) brand awareness, (3) perceived quality, (4) brand associations and (5) other proprietary assets, (Aaker, 1991:15). Brand communities directly affect all four of these components and are consistent with the trend toward broadening definitions of consumer brand loyalty in general …show more content…
As suggested by this definition, fashion occurs in many aspects of life- dress, cars, home, decor, food, music. Fashion brands have been described as uniquely “experiential” (Aaker, 1996) as many consumers have to coordinate all of their branding signals to express the experience as a whole (Kendall,2009). Fashion brands provide a visible cue that reflects consumers’ identity, lifestyle,and interests, reinforce symbolic and social values, and generate emotional responses (Hameide, 2011). The symbolic meaning attached to fashion brands provides additional value (Levy, 1959; Sirgy, 1982). Easey (2009) defines Fashion marketing as the application of a range of techniques and a business philosophy that centres upon the customer and potential customer of clothing and related products and services in order to meet the long-term goals of the organization. Easey (2009) states that fashion marketing does stand out as different from other parts of marketing. The major characteristics of fashion, the fast product turn-over and fast moving trends puts a different pressure onto the marketing activities, as well as the strong importance of design that leads and reflects the demand of the