Invisible Branding: Creating brand value from invisibility

There has been written thousands of dissertations and theses within the field of branding. Therefore a legitimate question would be: why branding is of such an interest? A simple answer is that the brand differentiates the product or service from competing products.

Problem: Branded products can be seen everywhere around us at all time, and is a way of communication for the buyer of the product But, what if one cannot build a brand based on visibility, an example is underwear, then how is it possible to create a brand and add value to it? Is it actually feasible to create a strong brand when not leveraging upon visibility? The organization Stargate Brand Group and its brand Frank Dandy Superwear have been used in order to obtain a deeper understanding around the topic.

Purpose: The purpose of this thesis is to research how to create brand value for an invisible brand within the fashion industry.


1 Introduction
1.1 Background
1.2 Problem Statement
1.3 Purpose
1.4 Delimitation
1.5 Background Stargate Brand Group
1.6 Definitions
1.7 Disposition
2 Theoretical framework
2.1 Introduction
2.2 Branding
2.2.1 Four phases of differentiation
2.2.2 Communication through fashion brands
2.3 Principles of brand creation
2.3.1 Route development
2.3.2 Brand Extension
2.3.3 The link between product and brand within the fashion industry
2.4 Brand management
2.4.1 What retailing path to choose
2.5 Brand value
2.5.1 Brand loyalty
2.5.2 Brand awareness
2.5.3 Perceived quality
2.5.4 Brand associations (image and positioning)
2.5.5 Image transfer
2.6 Brand Equity
2.7 Customers
2.7.1 The customer in focus
2.7.2 Who buys and uses products?
2.7.3 What costumers buy
2.7.4 How customers choose
2.7.5 Why customers prefer a product
2.8 The authors’ summary of literature used
3 Method
3.1 Choice of subject
3.2 Choice of method
3.3 Data analysis
3.4 Interview method
3.4.1 Telephone interview
3.4.2 Limitations of telephone interview
3.4.3 How the interviews were conducted
3.5 Focus Groups
3.5.1 Limitations of focus groups
4 Empirical findings
4.1 Interview with Stargate Brand Group
4.1.1 Introduction
4.1.2 Findings
4.1.3 Findings from telephone interview
4.2 Interviews with the retailers
4.2.1 Introduction
4.2.2 Findings
4.3 Focus group
4.3.1 Introduction
4.3.2 Findings
5 Analysis
5.1 Introduction
5.2 Branding and the brand
5.2.1 Four phases of differentiation
5.2.2 Fashion Brands
5.3 Principles of brand creation
5.3.1 Route Development
5.3.2 Brand Extension
5.3.3 Product/Brand
5.4 Brand management
5.4.1 The three brand attributes
5.4.2 What retailing path to choose
5.5 Brand Value
5.6 Brand Equity
5.7 Customer behavior
6 Conclusion
7 Final discussion
7.1 Final remarks
7.2 The trustworthiness of the study
7.2.1 Reliability
7.2.2 Validity
7.3 Practical implications
7.3.1 Further research
7.4 Thanks to References

Author: Rickardsson, Henrik,Stierna, Henrik,Stark, Fredrik

Source: Jönköping University

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