Fashion Advertising

BRANDING.

It’s all about

So what is a brand?

• A brand is a sophisticated Communication System.

• It’s a useful Organizational System.

So what is a brand?

A brand is a sophisticated Communication System

In marketing, a brand is:the symbolic embodiment of all the information connected with a product or service.

Brand Defined

A brand typically includes a name, logo, and other visual elements such as images or symbols.

Parts of a Brand

A brand typically includes a name, logo, and other visual elements such as images or symbols. http://www.hip-hop-dance.net/southpole-clothing.html

Parts of a Brand

So what is a brand?

It’s a useful Organizational System.

It also encompasses the

set of expectations associated with a

product or service

which typically arise in

the minds of people.

So what is a brand?

It’s a useful Organizational System.

Such people include:

Employees of the brand company, People involved with distribution, sale or

Supply of the product or service,

And ultimate consumers.

oSource: en.wikipedia.org/wiki/Brand

So how do designers brand their fashion lines?____________________________________________________

Designer Audit•Look at your ads.•Who are your designers?•Tell me •Jot down the names

Branding•How do the designers we’ve listed on the board use various branding techniques?

What is effective fashion advertising?

Peggy and Arthur Winters Checklist:

1. Has the ad’s target consumer been effectively profiled?

2. Does the ad have an objective?

3. Is the strategy based on product benefits vs. consumer benefits or both?

What is effective fashion advertising?

Peggy and Arthur Winters Checklist:

4. Does the ad build brand character?

5. Does the tactical execution of copy and art create a tone for the ad that relates to the target consumer?

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Trade Advertising