Branding Model for the Apparel Manufacturers/Marketers and Soft goods Retail Industries

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Title: Branding Model for the Apparel Manufacturers/Marketers and Soft goods Retail Industries
Author: Erenli, Husnu Murat
Advisors: Dr. Mitzi M. Montoya-Weiss, Committee Member
Dr. George L. Hodge, Committee Co-Chair
Dr. Nancy L. Cassill, Committee Co-Chair
Abstract: The purpose of this research is to establish a branding model for the apparel manufacturers, marketers and soft goods retail sectors and provide direction for industry and academic researchers in better understanding viable strategies to this key element of success in today's aggressive marketplace. Brands provide recognition to the product, convey powerful messages to the consumer and play a critical role in the market success. The revised version of David Aaker's 'Brand Identity Planning Model' (Aaker, 1996) served as the conceptual framework for this research. The sample consisted of 10 companies who currently owned well-established brand names in their respective categories. Using a case study approach, company representatives were interviewed in person, or via phone interviews and e-mail. Apparel manufacturers/marketers and soft goods retailers were categorized and these two groups were then compared for similarities and differences in their approaches to applied branding strategies as related to the Aaker Brand Identity Planning Model and three research objectives. Results successfully identified the most important elements of the model specifically for the apparel manufacturers and soft goods retail sectors.
Date: 2004-06-24
Degree: MS
Discipline: Textile and Apparel, Technology and Management

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