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

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


Brand is a special dimension that is been added to a productfor differentiating it from other products (or) manufactures. AmericanMarketing Association (A.M.A) defines Brand as a name, term, sign,symbol or design, (or) a combination of them, intended to identify thegoods and services of one seller or group of sellers and to differentiate themfrom those of completions. The word brand is derived from the old norse wordbrandr 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 levelTechnical Symposiums, Futura -09 at Bannari Amman Institute, Sathyamangalam& Khadi- 2010 at College of Engineering, Akola, Maharashtra.