Old vs New

Old World vs. New World

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

From both sides now

Confirming the definition of Brand Revisiting waves Old and new origins Old and new approaches Vote!

Branding Defined

Etymology

Merriam-Webster

Old World

New World

You

Waves of Retail

A refresher

Industrial Revolution (1850-1945)

Mass Marketing (1945-1980)

Relationship Marketing (1980-2000)

Present (2000-now)

Old World

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

Stand apart

Stand Above

I want my MTV

Resulting Theory

New World

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

Smarter Consumers

Lazier Consumers

Technology

Resulting Theory

4 Ps vs 4 Es

Remember these?Maybe?

Old vs New

When Do We Know Branding Worked?

How do we judge success?

Brand Equity

Brand Image

Brand Identity

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

Brand Awareness

Brand Loyalty

Brand Salience

Brand Equity

Physical Availability

Old vs New

Old vs New

Old vs New

Reminders

Mid-term due @ 11:59 PM Brand Manager Notices going out soon - how will this work? KPI on Thursday and Hiring Starts (hopefully) Final Project 1 week from today! Any skits or videos to show?

The Vote!

Optional Brand Survey

We're Busy and We Don't Care

Philip Kotler

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"

Not Just Websites Anymore!

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

Mass Marketing

A noun & verb

• 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

Matters the Most

How do you define it?

Old World

Relationship Marketing

New World

Industrial Revolution

Nutrition, Healthcare, Education

Brandr

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

Byron Sharp

The subject of many Linkedin articles

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