Abstract

Today Indian apparel industries are developing themselves strongly to march inside the global apparel market with their developing marketing strategy. One such marketing strategy that raises the target market is Branding, where this era of branding is rapidly developing between many producers recently.

In this paper we have discussed the need for apparel brands; various brand elements and the factors that must be remembered before branding of any product, especially apparels. The paper also illustrates various branding features like Brand Equity, Developing Brand Positioning along with risk and benefit analysis of branding with an example of various apparel brands for their aspects apart from examples of few well known non-apparel brands too.

Brand

Brand is a special dimension that is been added to a product for differentiating it from other products (or) manufactures. American Marketing Association (A.M.A) defines Brand as a name, term, sign, symbol or design, (or) a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of completions. The word brand is derived from the old norse word brandr which means To burn.

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The authors are students of B.Tech (Textile Technology) from Jaya Engineering College

This prize winning paper has been presented at two National level Technical Symposiums, Futura -09 at Bannari Amman Institute, Sathyamangalam & Khadi- 2010 at College of Engineering, Akola, Maharashtra.