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Essay / Research Paper Abstract
This 17 page paper looks at the way that a new branding strategy could be developed for a fashion company which has a target market of male and female 14 – 22 year olds. The paper examines the target market and the influences on that target market, determines the brand message and values and proposes a brand strategy that can be used to communicate that brand message to the target market in a way that will be well received. The bibliography cites 8 sources.
Page Count:
17 pages (~225 words per page)
File: TS14_TEfashbrand.rtf
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Unformatted sample text from the term paper:
Executive Summary A fashion company that has lost contact with its target market needs to make changes to its branding strategy
ion order to reconnect to that target market ands become a viable purchase choice in order to increase sales. The target market are males and females between the Ages of
14 and 22. It is noted that this is a target group where there is still a high potential level of influence from peers and the media due to the
personality development stage and the desire to be both individual and still feel as if they belong. The brand image needs to be seen as young and appealing, and will
benefit from the sue fo association marketing, The constraint of marketing budgets for a medium sized firm also require careful use of resources so the use of public relations and
the media can be leveraged, with a marketing campaign that is controversial to gain attention backed up by an integrated marketing communication strategy which will facilitate the development of a
long term relationship between the consumers and the products. The use of the internet is a valuable and cost effective tool that will help to realize this goal and help
to ensure that the brand image is that which will appeal to the target market. 1. Introduction In any market it is essential that a company, and the brand
that it is selling, appeals to the market it is trying to sell to. The presence of a well known brand name alone will not be sufficient to sell goods
or services; there need to be positive associations with a brand image that will appeal to the target market. For a firm to develop a successful brand strategy this mean
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