The main purpose of the present study was to inquire into the contribution of brand image and brand identity for attaining competitive advantage. For the purpose of the same a case study on fashion industry was taken with a few established and globally recognised fashion brands existing in London.
The review of literature indicates that one of the sources for attaining competitive advantage could be the parameters as identified by customer perception model evolved out of the value-cascade positioning; such as the product characteristics, price, promotional activities of the fashion firm and reaching the target audience. The reason being they mostly remain invisible and at times difficult to copy. It is also evident from the data presentation and analysis that the intangible sources as referred in the literature review can also viewed through to gain brand image and brand identity and further lead the fashion industries to gain competitive advantage; they become the most imperative resources.
Though an attempt has been made in the fourth chapter to establish relationship between brand images and brand identity its lead to attain competitive advantage could not be explored scientifically, but sufficiently explored with case studies. The case studies were established fashion brand with global recognition. The collected data supported the methodology of secondary data source as well as with interviews.
Subsequent analysis of the data has identified a theoretical model that is proposed as the findings of the present study.
As a bottom line it is found by the researcher that the brand image and brand identity leads to competitive advantage.
Table of Contents
1.0 Introduction
1.1 Introduction
1.2 Background of the Study
1.3 UK Fashion Industry: An overview
1.4 Definition and Importance of Brand and Fashion
1.4.1 What is Fashion?
1.5 The Importance of Brand Positioning:
1.6 Brand Image and Brand Identity
1.7 Problem Statement
1.8 Research Questions
1.9 Aims and Objectives
1.10 Research Structure
2.0 Literature Review
2.1 Introduction
2.2 UK Fashion Industry
2.3 Understanding the customer for Brand Image and Brand Identity
2.4 Values-Attitudes-Motives-Behaviour Cascade
2.5 Brand Positioning
2.6 Summary
3.0 Research Methodology
3.1 Research Approach
3.2 Qualitative Research
3.3 Deductive Versus Inductive Research
3.4 Case Study:
3.4.1 Case Study Selection:
3.4.2 Case Study Analysis
3.5 Data Collection
3.5.1 Primary Data
3.5.2 Secondary data
3.5.3 Data Analysis
3.6 Validity and Reliability
3.7 Justification
3.8 Ethics
3.9 Summary
4.0 Data Findings and Data Analysis
4.1 Data Findings
4.1.1 Introduction to Case Studies:
4.1.2 Interview Transcripts
4.1.3 Categorising the Themes
4.2 Data Analysis
4.3 Discussion of Sub-themes
4.4 Key findings in the light of Research Questions and Literature Review
4.5 Proposed Model and Summary
5.0 Conclusion and Recommendations
5.1 Major Findings
5.1.1 Customers’ Perception of Brand Image and Brand Identity:
5.1.2 Gaining Competitive Advantage
5.2 Limitations
5.3 Recommendations
5.4 Further Research
6.0 Appendix
6.1 Appendix-1: Semi-structure Interview Questions
6.1.1 Introduction
6.1.2 Market Position
6.1.3 Strengths
6.1.4 Brand Development
6.2 References
Research Objectives and Focus Areas
The primary objective of this study is to investigate the contribution of brand image and brand identity toward achieving competitive advantage within the UK fashion industry. By utilizing a case study approach, the research aims to identify how established fashion brands navigate market fragmentation, respond to consumer expectations, and integrate strategic branding to sustain a competitive edge.
- The role of brand image and brand identity in driving competitive advantage.
- Strategic responses of UK fashion brands to rapid market changes and consumer behavior.
- Application of the "Value-Cascade Positioning" model in fashion retail.
- The significance of brand heritage and symbolic value in creating customer perception.
- Methods for integrating brand development within an organization's strategic management.
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1.1 Introduction
In today’s fashion industry the heart of strategic management remains with creation of competitive advantage. And creating competitive advantage remains with the image and identity of the brand. This becomes important because in UK competition among the fashion industry has become the most potential predicament, and this is because of the rapid increase of fashion firms in both size and number at various stages of their existence. Moreover with the increase of the growing trends identification of quality garments becomes difficult. It is the brand that could solve this problem as the brand is the true and long lasting asset for any company.
It is the brand that is well recognized and received by the consumers. Under these circumstances it becomes important for the fashion firms to gain competitive advantage through their brand image and brand identity.
In UK the fashion industry is increasing in all directions; size, complexity and professionalism. ‘The electronic media especially the television and the radio that linked fashion at a large scale through advertising and sponsorship highlights the brand and the brand name says, Collins (2000).
Brand image and identity are identified as potential sources of gaining competitive advantage (Amis, 2003). A customer is always influenced by positive brand reputation.
Summary of Chapters
1.0 Introduction: This chapter introduces the core concepts of brand image and identity, contextualizes the competitive landscape of the UK fashion industry, and outlines the research objectives and structure.
2.0 Literature Review: This chapter examines existing theories on brand positioning, consumer perception models, and the "Values-Attitudes-Motives-Behaviour Cascade" as a framework for understanding brand success.
3.0 Research Methodology: This chapter defines the qualitative research design and the comparative case study approach, detailing methods of data collection, including semi-structured interviews and secondary data analysis.
4.0 Data Findings and Data Analysis: This chapter presents the empirical data gathered from fashion industry case studies, categorizes emerging themes through thematic analysis, and evaluates the relationship between branding strategies and competitive advantage.
5.0 Conclusion and Recommendations: This chapter synthesizes the major findings, proposes a theoretical model for gaining competitive advantage, acknowledges study limitations, and suggests directions for future research.
Keywords
Brand Image, Brand Identity, Competitive Advantage, Fashion Industry, Brand Positioning, Consumer Perception, Strategic Management, UK Fashion Market, Thematic Analysis, Case Study, Values-Cascade Positioning, Brand Equity, Market Drivers, Qualitative Research.
Frequently Asked Questions
What is the primary focus of this research?
The research focuses on exploring how brand image and brand identity function as strategic assets for fashion firms in the UK to attain and sustain a competitive advantage in a highly fragmented market.
What are the core themes discussed in the work?
Key themes include the role of brand positioning, the evolution of consumer behavior, the application of "Value-Cascade" models, and the importance of tangible and intangible resources in retail strategy.
What is the main objective or research question?
The central aim is to formulate a theoretical model that explains the relationship between brand image, brand identity, and competitive advantage, specifically validated through the experiences of recognized UK fashion brands.
Which scientific methodology is utilized?
The study employs a qualitative methodology, featuring comparative case studies of selected fashion brands, complemented by thematic analysis of primary interview data and secondary literature reviews.
What does the main body of the work cover?
The body chapters cover theoretical frameworks on brand behavior, detailed methodologies for data gathering, and an in-depth analysis of branding strategies (such as road mapping, acquisitions, and sponsorship) used by case study participants.
Which keywords best characterize the study?
The study is best described by keywords such as Brand Identity, Competitive Advantage, Fashion Retailing, Customer Perception, and Strategic Branding.
How does the study differentiate between brand image and identity?
The study highlights that brand image relates to market perception (the receiver's side), whereas brand identity refers to the core essence of the company (the sender's side), with both being vital for effective positioning.
Why were specific fashion brands chosen for the case studies?
The brands (Dorothy Perkins, Burton, Next) were chosen because they are well-established entities in the UK with long-standing histories, providing a robust base for assessing diverse strategic responses to market competition.
- Quote paper
- Hellen Dreeves (Author), 2012, Contribution of Brand Image and Brand Identity to Gain Competitive Advantage: A Case study of UK Fashion Brands, Munich, GRIN Verlag, https://www.grin.com/document/279974
