Advertising
Retailers don't usually spend much on advertising as manufacturers do because the store itself plays a major role in communicating the brand. Nevertheless, advertising is still utilized by stores who force economic viability of the expense.
The approach to the advertising message can have different focuses.
• Reinforce how the store reflects a specific lifestyle.
• Builds a dream to which the customers aspire.
• Builds a mood around a product.
• Creates interest through humour.
• Demonstrates how the products relate to the consumer's everyday life.
• Demonstrates usage or functionality of a product.
Image
An image is how the consumer ends up seeing or understanding the brand. It can coincide with all differ from what the brand had planned. Images created by customers can be positive or negative, and successful brands are those for which the targeted positioning and image coincide.
The image the customer develops is affected by his or her own experiences with the brand and its competitors: the customer's cultural, religious, and economic background, as well as many of the external influences. As we've seen a brand cannot totally control these external influences and experiences, but it tries to create the conditions and incentives that may result in a more positive experience.
OUGD601 - BOOK - Fashion branding unraveled - Kaled K. Hameide
