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Sustainability Branding
Sarah West Hixson
Created on October 22, 2024
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Transcript
Sustainability: Branding?
NOT controlled by the Brand
Controlled by the Brand
Symbolism
Experiences
Consistency
Distinctive Elements
Physical
Digital
Metrics (KPI)
Omni-Channel
Course Objectives
Today's Focus
Strategies
Products
Consumers
Fashion Brand Management Map
Consumers Products Mid-Term
Branding in Context
Expert
Interested
Uninterested
Dedicated
Unaware
Aware
What do fashion consumers think about sustainabiliity?
Consumers
Expert
Interested
Uninterested
Dedicated
Unaware
Aware
What do YOU think about sustainabiliity?
Consumers
What do fashion firms (product sellers) think about sustainabiliity?
Products
Symbolic Interactionism Revisited
Products
What is Greenwashing?
Products
How to start checking?
Products
Purpose
This assignment is to assess and further develop your understanding of fashion branding in the context of sustainability. You will be required to research and analyze various fashion brands based on their sustainability practices and articulate your personal opinion on the importance of sustainability in branding and its relationship with relevant definitions and concepts we have discussed so far.
Sustainability Ranking and Opinion Statement
You are invited to submit as groups! Non-contributing members will be invited to complete single submissions Let me know which you're doing!
Groups (4-5 members)
Groups (2-3 members)
Single Submission
Sustainability Ranking and Opinion Statement
A media format (video, playlist with accompanying descriptions, blog, etc.)
- 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
Course Objectives
A skit. You may turn in a written play or perform it. Performing it will grant you more lenient grading:)
A video essay in your own voice (not formal; conversational)