Building a Local Fashion Brand

Executive Summary This report is prepargond on the basis of a survey on a local anaesthetic fashion grease (Dishes Doss), & its a survey to building this brand as a strong brand. The concept of branding has been around for centuries as a meaner to distinguish the goods of one manufacturing business from those of a nonher. In fact the word brand is derived from the Old Norse word brander, which meaner to burn, as brands were and still are the meaner. filths identify the source or maker of a harvest-time and everyow consumers to assign responsibility to a particular manufacturer or distributor. Most important, brands take on special meaning to consumers.Because of past give births with the product and its marketing program over these years, consumers find out which brands satisfy their needs and which one do not. As a result, brands provide a shortened ruse or meaner of simplification for their product decisions. Building a brand is a step by step process. There are quadruplet go or six blocks to build up a brand. Here we applied all the steps or blocks to find out the present brand situation of Dishes Doss. In order of these steps or blocks we made a questioner of 69 questions held a survey on 50 people.After the survey we convert the result onto serving and put it into graph to show the situation. The topic has been selected to building some local fashion brands (dishes Doss). A major objective of the report is to make node base equity for these brands. After storying the steps of a brand building, we surveyed the information of these brands, on the basis of brand building. 1. 1 . Introduction To build up a brand two questions a great deal arises What makes a brand strong? And how do you build a strong brand? To help to find out we study just about the CUBE model which has four steps or six blocks.Beside this marketer face two questions are What o different brands mean to customer? And how does the brand crawl inledge of consumers affect their response to marketing activity? The challenge for marketers in building a strong brand is ensuring that customers have the right causa of experiences with products and services and their accompanying marketing programs so that the desired thoughts, feelings, images, beliefs, perceptions, opinions, and so on become linked to the brand. 1. 2. Origin of the report Brand is a very affectionate issue to the marketing people and is a very important issue to the customer.Because a strong brand can create a very highly demand of a reduce of a particular brand. To build up a strong brand one should to have it off so many things, he/she have to go with a four step procedures. And in this report we tried to focus on building a brand as a strong brand for that we select a local fashion brand. 1. 3. Objectives of the study We make a study to know the Brand identity operator, meaning, response, relationship with the customers. We tried to know that is the customers are satisfied, dissatisfie d, confused about the brand, its service, products and the overall factors.The core or the main objective of the study is to building a local fashion brand. To find the robbers, and context of a local fashion brand build it as a strong brand. 1. 4. Methodology We make a survey on Dishes Doss, which is a local fashion brand with ten famous local fashion brands. We make a questioner consisting 69 questions, on the basis of brand building in categories. Then take a sample of 50 people of different age, gender, occupation who use these brands. After getting the serve ups, we measured the level of satisfaction, dissatisfaction, confusion on different level of brand building. . 5. Limitations of the study We are in our formal education stage. So this is our first assignment which is n the basis of the practical experience in real life. So, our lack of experience greatly influenced in preparing this report. We faced some other limitations that are given bellow * It is too much knockou t to comment and suggest based on few days study. Assignment report is important to fulfill the Brand Management course, but we do not have enough time for such a detailed process. * Lack of collecting essential data information. * The survey is not 100% accurate. The four steps of brand building The four steps of brand building represent a set of questions that customers invariably ask about brands. The questions are as follows 1. Who are you? (Brand identity) 2. What are you? (Brand meaning) 3. What about you? What do I think or feel about you? (Brand response) 4. What about you me? What kind of familiarity and how much of a connection would I like to have with you? (Brand relationships) By establishing the answer of these questions marketer can build a strong brand in the market among the customers.When customers get a unclouded answer of their question from the marketer then it become easy to make a decision about the brand. When marketer able to establish he answer of the q uestion then they are on the way of building a strong brand. 2. 1. 1 . Brand Identity/salience Achieving the right brand identity meaner brand salience with the customers. Brand salience measure awareness of the brand, that indicate is the customer are aware of the brand or not? Or how often and how easily the brand is identified by the customer in order of various situations and circumstances?We have said that brand awareness refers to customer office to recall and recognize the brand under different conditions and to link the brand name, logo, symbol, and so forth to certain association in memory. Here we will know about the sagacity and the breadth of awareness thus gives the product an identity by linking brand elements to a product category and associated purchase and consumption or usage situations. Brand depth measure that how likely or easily the brand element come to the mind of customers brand breadth measure the cranial orbit of purchase usage situation in which the brand element come to the mind. . 1. 2. Brand Meaning/Performance Imagery The brand performance describe how sound the product or service meets customers more functional needs. How well does the brand rate on objective assessments of laity? To what extent does the brand satisfy utilitarian, aesthetic, and stinting customer needs and wants in the product or service category? Five types of attributes and benefits often underlie brand performance, as follows 1. Primary ingredients and supplementary features. 2. convergence reliability, durability, and serviceability. 3. Service effectiveness, efficiency, and empathy. 4.Style and design. 5. Price. 2. 1. 3. Brand Response/judgment & feelings Brand image indicate a brand picture in a customer mind. Brand imagery depends on the extrinsic properties of the producer or service, including the ways in which the rand attempts to meet customer psychological or social needs. In this way people think about a brand abstractly, rather then what t hey think the brand actually does. Thus imagery refers to more intangible aspects of the brand, and consumers can form imagery association directly from their own experience or indirectly through some other source of information.Many kinds of intangibles can be linked to a brand, but four main ones are 1. User profiles. 2. Purchase and usage situations. 3. Personality and values. 4. History, heritage, and experiences. Brand Judgments are customers personal opinions about and evaluations of the rand, which consumers form by putting together all the different brand performance and imagery associations. The four types of brand Judgments are important, they are 1 . Judgment about brand quality, 2. Brand Credibility, 3. Brand Consideration, 4. Brand Superiority. 2. 1. 4.Brand Relationship/Resonance Brand resonance describes the nature of the relationship and the extent to which customers feel that they are in sync with the brands. Resonance is characterized in terms of intensity, or the depth of psychological bonds that customers have with the brands, as well as the level of activity engendered by this loyalty.