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Project Guide:Mr. Amit AggarwalResearch & Compiled by:Akansha ChoudharyM/FMS/08/03Bhavik GandhiM/FMS/08/10Sunil KerkettaM/FMS/08/31FMS DepartmentNational Institute of Fashion Technology - Mumbai
Minor Project: Critical Analysis of Consumer Brand Preference forapparels & accessories
 
“Consumers are evolving entities. Their aspirations & expectations are continuously changing. Today’s shoppers are moreintelligent, discerning & tuned to their individual preference. They are increasingly fashion and brand conscious and select labels which define who they are or whothey want to be. The biggest challenge for all the brands is to create loyal consumer who love them.” – Shopper’s Stop Ltd’s
Introduction
 
Brand 
 
according to (American MarketingAssociation) is ‘ A name, term, sign, symbol, ordesign, or combination of them, intended to identifythe goods and services of one seller or group sellersand to differentiate them from those of competitors’
Branding
thus is a means to distinguish one productfrom another and these differences may befunctional, rational, or tangible – related to productperformance of the brand.
Brand equity 
is added value endowed to productsand services.
Brand knowledge
 
consists of all the thoughts,feelings, images, experiences, beliefs, and so on thatbecome associated with the brand. In particular,brands must create, strong, favorable, and uniquebrand associations with customers.
About Brand & Branding
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