The importance of pursuing a strong branding strategy in today's business world : a case study
Loading...
Files
Date
2019
Authors
Journal Title
Journal ISSN
Volume Title
Company
URL
Shelf Location
Date
Abstract
"This study analyzes branding strategy in today's era by exploring specifically a popular topic among marketers, the luxury branding - where a case study is presented by taking as an example a German label 'Jil Sander'. Moreover, as a critical component to positioning brands and lead to competitive advantage the changing world of Integrated Marketing Communications are presented along the study to show the impact that these have on brand equity. And as a third point, the strategical role of brand experience is presented and how this affects the consumer behavior towards brands. Keywords: branding, brand equity, brand identity, brand personality, integrated marketing communications, IMC, positioning, differentiation, luxury, fashion industry, customer relationships, customer-based brand equity, brand awareness, advertising, promotion, brand experience."