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Miscellaneous
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| Number of pages / Number of words: |
13 / 3394 |
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These associations are usually organized in some meaningful manner (Aaker, 1991). ( The Influence of Brand Recognition on Retail Store Image by Stephen S. Porter and Cindy Claycomb)
Fashion Brands as Retail Brands
In the context of Fashion Brands, who are mainly manufacturer or pure retailers owning a brand or store labels, the meaning of brand assumes a different hue...
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The traditional approach to branding views brands as reflections of a companys name, logo and advertising which is also called the Brand ID. ?But brands are not just identifiers. Brands are first and foremost providers of experiences.' Companies need to move from Brand ID = Brand EX. ( Experiential Marketing, Schmitt Pg 30) The fashion brands especially those like Zara or Esprit have to go beyond product attributes and positioning...
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General points of the essay
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