Brand Strategies Overview
Fashion Brand Management Map
Course Objectives
Today's Focus
Consumers
Symbolism
Distinctive Elements
Consistency
Metrics (KPI)
NOT controlled by the Brand
Experiences
Controlled by the Brand
Digital
Physical
Strategies
Omni-Channel
Products
Channel Strategy:
Essential components for Branding through Channels
Potential Channels
Strategies
Market Research
Core Messaging
Assignment Desc.
Attendance/Look Ahead
Channels
Derived from the same root word as 'canal'
Consumers
Experiences (where the Branding happens)
Products/The company
Channels
Physical /Traditional
Direct Sales
Experiential
Digital
Social Media SEO and PPC
In-Store E-commerce
PrintAudio/Visual
Events AR/VR
- Builds Awareness
- Brand control
- Generates profit
- Consumer control
- Offers uniqueness
- Balanced control
Potential KPI
Don't worry, we dive deeper into these Next Class
Porter's Competitive Strategies
Strategies to achieve competitive advantage
Cost Leadership
Differentiation
Focus
Sharp's Growth Strategies
Customer Acquisition Over Retention
Increase Mental Availability
Increase Physical Availability
Distinctive Brand Assets
Challenge
03:00
1) Which channel is this? 2) Which Strategy is highlighted?
Savage x Fenty lingerie show
Challenge
03:00
1) Which channel is this? 2) Which Strategy is highlighted?
Patagonia's "Don't buy this jacket"
Challenge
03:00
1) Which channel is this? 2) Which Strategy is highlighted?
Gucci Virtual Try-on
Positioning and Competitor Analysis
Looking at competitors to understand optimal channels and gaps
Core Message
Enables a consistent identity across channels
Bad Examples
Good Examples
The message should be Clear, answer what is Unique and Valuable, and appeal to the Emotions of the consumer to communicate brand identity and build brand image
Communicating to Consumers
Strategy
Channel
Message
Omnichannel Marketing
Integrated & ConsistentOmni = All
Channel Strategy
Purpose
This assignment provides the opportunity to explore and plan to implement one or more branding strategies that produce effective brand communication. When you have completed the activity, you will understand how to develop a channel strategy that builds brand equity.
Final Project Component
This will be a component of your final project if you are hired as Digital Marketing Manager. Your submission may be used by the Brand Manager to determine their team if you score high enough COL points.
Anticipate Omnichannel requirements!
Looking Ahead
All before Channel Strategy is due
KPI - Next Class
- Revisit/drill down on Metrics and measuring success
- Byron, Porter, and more
Consumers - 2 classes away
- Segments vs. Worldviews
- Prep for Customer Journey Map (overlaps Channel concepts)
Products (pt 1) - 3 classes away
- Possible innovations
- Product Category Innovation defined
KPI (Key Performance Indicators)
- Media Impressions (publicity quality)
- Audience Engagement (KPI from other channels! ex. Reach + Frequency)
- ROI (was this worth it? sales lift - $ spent)
Course Objectives
- Identify basic terminologies and concepts in fashion branding and marketing
- Explain the importance of brand experience in establishing brand equity and salience
- Comprehend different types of brand strategies and their key benefits and costs
- Identify the characteristics of highly effective brand communication
- Explore the future of digital brand communication in the light of constant changes in the retail environment
- Develop a successful fashion brand omnichannel launch strategy designed to enhance sales and profits
KPI (Key Performance Indicators)
- Sales Volume by SEGMENT (location, etc.)
- Sales Cycle (how long til a sale)
- ATV/AOV (average $ spent per purchase)
KPI (Key Performance Indicators)
- Engagment rate (# like, comments, shares)
- Click-Through Rate/CTR (clicks ÷ views)
- Conversion Rate (% of sales from views)
KPI (Key Performance Indicators)
- Reach + Frequency (# people, how often)
- Response Rate (requires Call-to-Action)
- Sales Lift ($ increase after ad - expected sales)
Working on more than one team and project at once demonstrates proficiency in teamwork, time management, and adaptability, supporting readiness for real-world work environments where multitasking and effective collaboration are essential.
Brand Strategies Overview
Sarah West Hixson
Created on September 10, 2024
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Transcript
Brand Strategies Overview
Fashion Brand Management Map
Course Objectives
Today's Focus
Consumers
Symbolism
Distinctive Elements
Consistency
Metrics (KPI)
NOT controlled by the Brand
Experiences
Controlled by the Brand
Digital
Physical
Strategies
Omni-Channel
Products
Channel Strategy:
Essential components for Branding through Channels
Potential Channels
Strategies
Market Research
Core Messaging
Assignment Desc.
Attendance/Look Ahead
Channels
Derived from the same root word as 'canal'
Consumers
Experiences (where the Branding happens)
Products/The company
Channels
Physical /Traditional
Direct Sales
Experiential
Digital
Social Media SEO and PPC
In-Store E-commerce
PrintAudio/Visual
Events AR/VR
Potential KPI
Don't worry, we dive deeper into these Next Class
Porter's Competitive Strategies
Strategies to achieve competitive advantage
Cost Leadership
Differentiation
Focus
Sharp's Growth Strategies
Customer Acquisition Over Retention
Increase Mental Availability
Increase Physical Availability
Distinctive Brand Assets
Challenge
03:00
1) Which channel is this? 2) Which Strategy is highlighted?
Savage x Fenty lingerie show
Challenge
03:00
1) Which channel is this? 2) Which Strategy is highlighted?
Patagonia's "Don't buy this jacket"
Challenge
03:00
1) Which channel is this? 2) Which Strategy is highlighted?
Gucci Virtual Try-on
Positioning and Competitor Analysis
Looking at competitors to understand optimal channels and gaps
Core Message
Enables a consistent identity across channels
Bad Examples
Good Examples
The message should be Clear, answer what is Unique and Valuable, and appeal to the Emotions of the consumer to communicate brand identity and build brand image
Communicating to Consumers
Strategy
Channel
Message
Omnichannel Marketing
Integrated & ConsistentOmni = All
Channel Strategy
Purpose
This assignment provides the opportunity to explore and plan to implement one or more branding strategies that produce effective brand communication. When you have completed the activity, you will understand how to develop a channel strategy that builds brand equity.
Final Project Component
This will be a component of your final project if you are hired as Digital Marketing Manager. Your submission may be used by the Brand Manager to determine their team if you score high enough COL points.
Anticipate Omnichannel requirements!
Looking Ahead
All before Channel Strategy is due
KPI - Next Class
Consumers - 2 classes away
Products (pt 1) - 3 classes away
KPI (Key Performance Indicators)
Course Objectives
KPI (Key Performance Indicators)
KPI (Key Performance Indicators)
KPI (Key Performance Indicators)
Working on more than one team and project at once demonstrates proficiency in teamwork, time management, and adaptability, supporting readiness for real-world work environments where multitasking and effective collaboration are essential.