Old vs New

Old World vs. New World

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

Finally! A branding definition Revisiting waves Old and new origins Old and new approaches Vote!

From both sides now

You

New World

Old World

Merriam-Webster

Etymology

Branding Defined

Present (2000-now)

Relationship Marketing (1980-2000)

Mass Marketing (1945-1980)

A refresher

Industrial Revolution (1850-1945)

Waves of Retail

Resulting Theory

Remember the 4 waves: Why did branding start?How has it changed?How did that impact these elements?

Stand Above

I want my MTV

Stand apart

Old World

Resulting Theory

What are the biggest impacts that SHOULD change how branding works?

Lazier Consumers

Technology

Smarter Consumers

New World

Remember these?Maybe?

4 Ps vs 4 Es

Old vs New

That's the old world view, this is the new world view:

Physical Availability

Brand Salience

Brand Equity

Brand Loyalty

Brand Equity

Brand Awareness

Brand Identity

How do we judge success?

Brand Image

When Do We Know Branding Worked?

Old vs New

Old vs New

Old vs New

Happy Election Day - this was literally an accident

The Vote!

Mid-term due @ 11:59 PM Brand Manager Notices going out tonight - how will this work? KPI on Thursday and Hiring Starts Final Project 1 week from today!

Reminders

We're Busy and We Don't Care

The father of modern marketing

"A name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors"

Philip Kotler

Not Just Websites Anymore!

• 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

Mass Marketing

• Brand (noun):
• A burnt piece of wood or something that looks like it, like lightning.
• A sword.
• A mark made by burning:
• To show who made something or its quality.
• A symbol, like a trademark.
• A mark put on criminals or a sign of shame (e.g., poverty).
• A type of product made by a specific company.
• A unique style or kind (e.g., a brand of theater).
• A brand name or public image that can be promoted (e.g., a celebrity's brand).
• A tool used to create a brand mark.
• Brand (verb):
• To mark something with a brand
• To label someone negatively
• To make something unforgettable

A noun & verb

How do you define it?

Matters the Most

Old World

Relationship Marketing

New World

Industrial Revolution

Nutrition, Healthcare, Education

A special symbol burnt into wood and livestock to demarcate who owned what

Brandr

The subject of many Linkedin articles

"Rather than striving for meaningful, perceived differentiation, marketers should seek meaningless distinctiveness. Branding lasts, differentiation doesn't."

Byron Sharp