CLOTHING BRAND ASSOCIATION

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Brand association is anything which is deep seated in customer’s mind about the brand. Brand should be associated with something positive so that the customers relate your brand to being positive. Often a consumer will ask for a product by the specific brand name rather than the general name-for example, a person wanting facial tissues may ask for Kleenex. When this happens, the consumer is making a brand association.

 Benefit seeking is one of the driving forces for consumers to begin their buying process with.They may seek a product that can offer at least functional, symbolic or even expressive benefits to them in order to satisfy their needs or wants. Therefore, you may say a successful marketing program is not so difficult to create. It simply satisfies the target consumers’ needs and wants. Meanwhile, to know the consumers’ needs or wants is actually the most difficult task for the marketers to handle. In order to succeed in today’s competitive environment, the fashion marketers must be able to formulate effective marketing strategies for their target markets.

The success of a fashion brand depends upon how precise it is in understanding its target customers and their needs, so as to create wants. A purchase filled with meanings, especially a fashion purchase. It was because clothing in itself carries symbols and that’s why clothing has been called a “silent language”. When people talk about the clothes they buy and why they buy them, they show a variety of logics. An understanding of why customers select one brand over another and what factors generate such kind of want is crucially important to fashion marketers. When insiders talk about this issue, the concept of brand image would be mentioned and useful to explain the phenomenon.

It would be fair to say that we all associate different brands with specific people. In general terms you may, for example, link sportswear brands (Adidas, Nike, Reebok) to the packs of polyester clad prats that sit around drinking special brew in the park, shouting at passersby. Unfortunately however, things are not always quite this clear cut. In many cases brand association differs between age group, geographical location and social class. Each generation grows up with a style of its own, with its own particular brands, which, unless you’re talking about established companies, will vary substantially.

Different places will also adopt different styles; if you were to go to the big cultural areas such as London, Brighton, Bristol, Manchester etc you are likely to find more people embracing diversity and variety to create their looks. In this situation brand association isn’t quite as important, you wear what you want because it suits your ideas and personality. In other cities or smaller towns you might well see association having more of an influence, as the desire to conform and fit in is much more powerful in places where diversity isn’t really as accepted.

Some pervious brand image studies seemingly use the term brand image but doing brand personality studies. They equated the image of a brand to a wide range of brand associations. They associate brand with a set of human characteristics, the personality traits of human being. Actually the researches compared the personality of the brand and the consumer to explain consumer behavior. However, the studies are with little explanation of the “brand image” and the components of it. Consequently, confusion of the term, brand image was found and the brand personality becomes brand image rather than just one of the inputs (e.g. brand association) to be considered. In fact, it does not mean that they used the term incorrectly, they just viewed brand image in another perspective.

In Keller’s and Howard’s definition, brand image related to brand’s more essential qualities rather than a reflection of brand. Actually, brand image should be much more than a set of psychological associations, the scope of a brand image should be broad rather than narrow. Unfortunately, most of us also think of the term “brand image” in a way that implies brand personality, since we tend to treat the projected image of a brand as the image of a person, and most of us used to equate brand image to brand personality.

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