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Title:Characteristics branding & brand management in the fashion industry
Authors:ID Urošević, Snežana (Author)
ID Završnik, Bruno (Author)
Files:.pdf Annals_of_the_University_of_Oradea._Fascicle_of_Textiles,_Leatherwork_2014_Urosevic,_Zavrsnik_CHARACTERISTICS_BRANDING_&_BRAND_MANAGEME.pdf (276,18 KB)
MD5: 4CD7BD6F396B2C8DE31BC08EB026A22F
PID: 20.500.12556/dkum/451e2665-1d04-4aea-a48f-6683bdd8c80d
URL http://textile.webhost.uoradea.ro/Annals/Vol%20XV-no%20II/Art.%20nr.%2070,%20pag%20189-194.pdf
Work type:Scientific work
Typology:1.08 - Published Scientific Conference Contribution
Organization:EPF - Faculty of Business and Economics
Abstract:Brand allows for market offer to be identified and differentiated from the competitive offers. The very essence of brand is based not only on potential sales figures, but on the philosophy that makes it posssible for a customer to identify with the brand. Faced with the plenty of market offers customers undoubtedly prefer wellknown companies and brands, thus minimizing risk and time consuming activities of gaining futher knowledge concerning alternative offers. The consumers often wonder whether the branded goods are more worth from the other, similar goods without any famous trademarks. There are many questions and theories but only one is undeniable: one should never doubt the companies that invest great amount of assets, ideas, talents, love and risk, intend to risk previously stated items with bad design, services or products% quality. Brand building in textile industry differs from branding of market offers targeting general public. Branding in textile industry requires more focused approach. Fashion companies are facing with bigger challenges when fighting to attract and keep new consumers who are offered new products and markets. In order to create strong brand, it is necessary to possess expert planning and long-term capital investment. Successful brand is actually an excellent product or service, with creatively designed and conducted marketing. Branding has become marketing´s priority, because successful brands achieve higher prices and gain over loyalty, and attract both consumers and financiers. Marketing agents of the successful 21st century brands must be extremely efficient in strategic brand management, which assumes implementation of marketing activities and programmes in order to build brands, as well as brand management to increase its value. Brands and its value must be regarded and recognised as strategic capital.
Keywords:brand, brand management, branding, fashion industry, marketing strategy, management, marketing
Publication status:Published
Publication version:Version of Record
Year of publishing:2014
Number of pages:str. 189-194
Numbering:Letn. 15, št. 2
PID:20.500.12556/DKUM-67202 New window
ISSN on article:1843-813X
COBISS.SI-ID:11739676 New window
Publication date in DKUM:07.08.2017
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Record is a part of a proceedings

Title:Innovative solutions for sustainable development of textiles and leather industry
Editors:Liliana Indrie
COBISS.SI-ID:11739420 New window

Record is a part of a journal

Title:Annals of the University of Oradea. Fascicle of Textile, Leatherwork
Shortened title:Ann. Univ. Oradea, Fasc. Textile Leatherwork
Publisher:Editura Universitæaţii din Oradea
COBISS.SI-ID:523706393 New window


License:CC BY-NC 4.0, Creative Commons Attribution-NonCommercial 4.0 International
Description:A creative commons license that bans commercial use, but the users don’t have to license their derivative works on the same terms.
Licensing start date:07.08.2017

Secondary language

Keywords:blagovne znamke, upravljanje blagovnih znamk, modna industrija, trženjske strategije, management, podjetje, trženje


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