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

Show simple item record

dc.contributor.advisor Dr. Mitzi M. Montoya-Weiss, Committee Member en_US
dc.contributor.advisor Dr. George L. Hodge, Committee Co-Chair en_US
dc.contributor.advisor Dr. Nancy L. Cassill, Committee Co-Chair en_US Erenli, Husnu Murat en_US 2010-04-02T17:53:11Z 2010-04-02T17:53:11Z 2004-06-24 en_US
dc.identifier.other etd-06242004-110656 en_US
dc.description.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. en_US
dc.rights I hereby certify that, if appropriate, I have obtained and attached hereto a written permission statement from the owner(s) of each third party copyrighted matter to be included in my thesis, dissertation, or project report, allowing distribution as specified below. I certify that the version I submitted is the same as that approved by my advisory committee. I hereby grant to NC State University or its agents the non-exclusive license to archive and make accessible, under the conditions specified below, my thesis, dissertation, or project report in whole or in part in all forms of media, now or hereafter known. I retain all other ownership rights to the copyright of the thesis, dissertation or project report. I also retain the right to use in future works (such as articles or books) all or part of this thesis, dissertation, or project report. en_US
dc.subject Apparel en_US
dc.subject Soft goods en_US
dc.subject Retail en_US
dc.subject Textile Marketing en_US
dc.subject Brand en_US
dc.title Branding Model for the Apparel Manufacturers/Marketers and Soft goods Retail Industries en_US MS en_US thesis en_US Textile and Apparel, Technology and Management en_US

Files in this item

Files Size Format View
etd.pdf 1.256Mb PDF View/Open

This item appears in the following Collection(s)

Show simple item record