品牌营销战略BrandStrategyintheClothingandTetileMarket

1、Brand Strategy in the Cloth ing and Textile MarketAbstractIn today ' s market economy, which is characterised by a very changeable environment and strong, intense competition caused mainly by enlarging globalisation, it is becoming more and more difficult for an enterprise to maintain Iong-term

2、success. Using techniques such as simply maintaining low costs or innovative solutions are losing their importanee. That is why the sig ni fica nee and meaning of brands have bee n grow ing rece ntly. The brand is a strategic resource of every firm. Possess ing a brand, and knowing how to keep it an

3、d man age it well, are beco ming keys to reach ing success in the market, a source of competitive adva ntage. The aim of this paper is to show that a properly used brand strategy i s the enterprise ' s most valuable asset, and should be the top priority in the company' work. Undertaking acti

4、ons aimed at building a brand or at stre ngthe ning an already exist ing one are especially n eces-sary in the cloth ing in dustry, which is characterised by great competition, and where threats connected with product smuggling and un authorised copy ing of trade marks exist.Key words: brand, brand

5、strategy, marketi ng in strume nts, cloth ing and textile in dustry.Essence of BrandThe constantly changing ma rket poses new challenges to clothing enterprises, and the clients dema nds are also con-ti nu ally rising, and so it is n ecessary every now and aga in to offer them a higher added value.

6、This added value is a properly pla nned brand strategy, the so-called branding . Firms without any distinet features, without a clear vision or specific mission, or without permanent values, will sink in the mass of messages hitting the market.Thus it is necessary to launch actions not only directed

7、 to distinguish a given brand from the competitors, but also to build a set of values and modes allowi ng the compa ny to com muni cate with the market in a manner which would be easily recog ni sable and which would stimulate positive associati ons and stro ng reacti ons.A brand image is defi ned t

8、hrough its selected symbolic patter ns. The most importa nt among these are the brand ' s name, logo, and composition of graphic elements and colours all associated with the compa ny .It is crucial for a brand built on these eleme nts to give a clear message to the customer about the kind of com

9、pa ny he is deali ng with, what its product is and who the clie nts are. All the eleme nts compris ing a brand image have to be closely related to the idea and goals of the compa ny. This certa inly helps its positive ide ntificati on, and as a result a strong and disti net image is created in the c

10、ustomers' mi nd 2.By tran slati ng a bus in ess strategy into a brand strategy, the firms become more visible on the market and more un dersta ndable for their environment; furthermore, the messages in cluded in the advertisements reach the potential customers more efficiently. Positive features

11、 have to be spotlighted and combined with culture and target groups according to the strategy already developed. This in creases customer loyalty to a give n product.It is important that the customer' s mind should absorb and retain as much information abouta brand as possible; some time later t

12、his is translated into the recognisability and prestige of a brand on the market. A brand product offers a sense of safety, and guarantees quality and reliability. Brand values are features that appeal to the emoti onal sphere of huma n percepti on.Hence a brand is the most valuable asset of a compa

13、 ny, and customer satisfact ion is the key to a Iong-term success. As consumers must have a reason for selecting this given brand from among many others, each brand should have a motto apart from its distinctive usability. It iss suc(n ecessary to defi ne why it is differe nt and what its positi on

14、is. A brand is not an advertiseme nt, but rather a whole philosophy un derly ing a set of comb ined actions fixed on the compa ny is certai nly an in dispe nsable tool allowi ng effective conq uest of markets, rete nti on of the market positi on, and intern ati onal competitio n .Brand ManagementUsi

15、ng a brand strategy is possible in two cases. The first is whe n a compa ny or a product already exists on the market; the second is when the company wants to enter the market and wishes to make itself known to pote ntial clie nts. The actions carried out in the first case are surely much easier. If

16、 a product or a firm already exists on the market, more or less clie nts have already encoun tered the brand and have their own con cept of it. In such a case, it is only n ecessary to look for solutions which would enable them to gain an advantage over competitors by their action strategy, stressin

17、g the values expected by the targeted market and received positively by them. Here we deal with the strategy of enhancing the exist ing brand.Naturally it is n ecessary to an alyse in de-tail whether or n ot the brand evokes any n egative images, or whether or not there have been any drastic crisis

18、situations that would suggest rebuildi ng the brand un der a completely new n ame.Although the strategy of enhancing an existing brand surely needs much less financial outlays, and requires a shorter period of time tha n creat ing a new bran d, it cannot be used in every case. Most of all, the compa

19、 ny should based its strategy on a great value added, in cluded in the product, which leads to a high recog ni sability of the already exist ing branch .On the other han d, if we are just i ntroduc ing a brand onto the market, we must propose some unique soluti ons, as pote ntial clie nts should be

20、give n the idea of the n eed which our compa ny can fulfil, someth ing they n eed subc on sciously, and which is differe nt from everyth ing on the market offered so far. Usually, to build a new brand, a compa ny is motivated by the followi ng factors:§ growth of competition in the market where

21、 the company is active;§ the need to differ from its competitors;§ the entry of known, strong foreign brands on the market;§ unused financial resources, thanks to which a new brand can be built;§ lack of brands in the enterprise, allowing for a strategy of enhancement.Building a

22、new brand is time-consuming, and needs great financial outlays, with no guara ntee that the en terprise will be successful. That is why it is importa nt to create the acti on pla n properly .In order to en sure that the results meet our inten ti on s, it is importa nt to establish some stages which

23、we must go through before we are able to say that the new brand has bee n created. The stages are show n in Figure 1.As can be see n in the scheme, in the first stage, from which the build ing of a brand should be started, the n eeds of the customers are determ in ed. All kinds of market research pl

24、ay the key part here. As we know, in a free market economy, which is characterised by great competition, we work in uncertain conditions in which it is very difficult to foresee future events without additional information. So, the risk level of accomplishing the intended aims is dependent on whethe

25、r we will obta in proper data.It is n ecessary to defi ne the clie nts' n eeds in order to suggest someth ing to th em which wilfulfil these n eeds.SummaryEnterprises can use various marketing instruments in their actions. Obviously, managing a brand n eeds much tale nt and skill, but most of al

26、l some experie nee. In order to fully exploit the opport un ities give n by the brand strategy, it n eeds con sta nt work on the brand, in vestme nt in its developme nt and expa nsion of its capital. Of course, this is time-c onsuming and dema nds many finan cial in vestme nts, but what the compa ny

27、 gets back in retur n is the loyalty of the clie nts, and all the efforts and in vestme nts pay off. Therefore it is worth finding out precisely all the possible aspects of brand managin g, if we wish to achieve a positi on of the leader in a give n sector.Refere nces1. Branding- Optymalizacja strategii marki w kontek?cie cel o vprzedsi?bio