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Fashion Branding Strategies

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Brand Identity

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The visible elements of a brand that together create brand recognition in consumers' minds, such as logo, color palette, and typography. Example: Nike's Swoosh and distinct typography.

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Brand Positioning

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The process of positioning your brand in your target customers' minds relative to competing brands. Example: Louis Vuitton positions itself as a luxury and high-status brand.

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Brand Differentiation

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Making a brand stand out from its competitors by emphasizing its unique qualities or features. Example: TOMS shoes' One for One donation model.

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Brand Equity

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The value a brand adds to a product or service beyond the functional benefits, determined by consumer perceptions and experiences. Example: The 'Apple' brand is associated with innovation and quality.

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Brand Extension

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Expanding a brand into new categories or markets using the same brand name. Example: Ralph Lauren extending from clothing into home furnishings.

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Co-Branding

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A strategic partnership where two or more companies create a joint offering. Example: H&M's collaborations with luxury designers like Balmain.

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Brand Revitalization

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The strategy of reviving a declining brand through renewed marketing efforts or product innovations. Example: Burberry's transformation from a staid brand to a fashion-forward one under CEO Angela Ahrendts.

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Emotional Branding

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Creating a bond between the consumer and the brand by provoking the consumer's emotion. Example: Dove's Campaign for Real Beauty focusing on self-esteem and natural beauty.

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Brand Experience

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All the interactions a person has with a brand, designed to meet or exceed customer expectations. Example: The Apple Store's unique retail experience.

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Private Label Branding

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Products manufactured by one company and sold under another company's brand. Example: Target's in-house brands like Cat & Jack for children's apparel.

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Digital Branding Strategy

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Leveraging digital channels to build brand presence and engagement. Example: Fashion Nova's use of Instagram influencers to build their brand.

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Sustainable Branding

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Building a brand around principles of environmental and social responsibility. Example: Patagonia's commitment to sustainable and ethical operations.

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Niche Branding

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Targeting a specific, often underserved, segment of the market. Example: Fenty Beauty's focus on a wide range of skin tones not typically catered to by other brands.

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Brand Repositioning

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Altering the brand's identity or image in order to reach a new market segment or change consumer perceptions. Example: Old Spice repositioning from an older generation to appealing to younger consumers.

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Storytelling in Branding

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Using narrative to communicate the brand's values and build a strong connection with customers. Example: Warby Parker's story of disrupting the eyewear industry and commitment to giving back.

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