Building Brand Architecture

ZARA vs H&M

Introduction

This report builds and establishes the brand architecture of two brands that are H&M and ZARA.
I have chosen these brands as they compete is a very similar market which is apparel. Through
this report we’ll learn how two brands even though with a lot of similarity are perceived
differently by the audience.

Brand Architecture

The first step is to develop brand pyramids for both brands:

Brand Architecture for ZARA

Brand Core/Essence - Love Your Curves

Brand Personality - Stylish, Fashinable,

Confident, Aggressive, Mature

Emotional Benefits - Confidance, Trustworthy,

Distinctive

Product Benefits - Quality, Highly Trendy, a

lot to choose from

Product Attributes - More Styles, Latest

fashion, High product turnover
 Brand Architecture for H&M

Brand Core/Essence - Fashion and quality

at the best price

Brand Personality - Full of Youth,

Innovative, High Spirited, Zestful

Emotional Benefits - Stylish, Happy, Believe in

self

Product Benefits - Suitable for everyone,

Long lasting design

Product Attributes - Affordable price, Trendy,

Good Quality

Brand comparison
Both Zara and H&M are international clothing retailers that are into fast and trendy fashion. The
market they cater to is also pretty similar. ZARA is considered to be High-end retailer with
affordable price meanwhile H&M is a commercial retailer and is more affordable than ZARA.
Both Zara and H&M give a sense of Uniqueness and confidence although when it comes to
style H&M provides more lasting designs whereas Zara is very trendy and provides the latest
fashion that can be short lived also the turnover of products within the store is very high, with an
average article of clothing remaining on the shelf for only a month.
The core value of ZARA is to love yourself regardless of the shape and size, whereas for H&M
is more about the affordability of fashion and quality.
Brand Value
Interbrand has valued ZARA at $17.7M and ranked it at 25th best global brand and
stated the 3 top performing factors for this brand which are:
Responsiveness towards market changes, challenges and opportunities
Relevance with customer/consumer needs, desires and decision criteria
across all relevant demographics and geographies.
Presence

Interbrand has valued H&M at $16.8M and ranked it 30th best global brand and stated
the 3 top performing factors for this brand which are:
Authenticity. The brand is soundly based on an internal truth and capability.
And it can deliver against the (high) expectations that the customers have of
it.
Engagement. The degree to which customers/consumers show a deep
understanding of and a strong sense of identification with the brand.
Presence. The degree to which a brand feels omnipresent and it talked about
positively by consumers/customers.

Sources Consulted
http://brandaditofexchanges.blogspot.com/2013/11/brand-personality-of-zara-and-h.html

https://martinroll.com/resources/articles/strategy/the-secret-of-zaras-success-a-culture-of-customer-
co-creation/

https://handmbranding.weebly.com/branding-of-hm.html

https://www.investopedia.com/articles/markets/120215/hm-vs-zara-vs-uniqlo-comparing-business-
models.asp

https://www.interbrand.com/best-brands/best-global-brands/2018/ranking/hm/

https://www.interbrand.com/best-brands/best-global-brands/2018/ranking/zara/