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Title: Marketing and Branding
Description: These notes are made for fashion design students, however they follow the general marketing and branding steps for business students.
Description: These notes are made for fashion design students, however they follow the general marketing and branding steps for business students.
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MARKETING & BRANDING
Introduction
After you have designed and manufactured your range
...
This is to create a brand
identity for your product and also to communicate exactly what it is that
you are selling and who you are selling to
...
Marketing and Branding forms part of the marketing cycle where the
company conveys the message to the customer by different forms of
advertising
...
If you fail to get your message
across properly then you will
not fail
...
Make sure you have
the following key steps in place:
1
...
2
...
3
...
4
...
Public Relations, publicizes your business and products in the media
...
Advertising, advertise your products
7
...
MARKETING BRIEF
Your marketing brief will act as a guideline to help you outline the scope of your
market
...
As your company grows your marketing brief will become your instruction
document with details of who is responsible for your company's marketing
...
MARKETING RESEARCH
Your market research will help you determine who your market is , where they
are, what they do, where they are in terms of spending and what it is exactly
they want and need
...
Branding can be defined as the process a company uses to identify and
communicate its products or services and provide customers with
assurances of a level of quality and consistency of standard
...
Branding is achieved through an integrated development of the
following; company name, product name , domain name, trademarks
and logo, customer service, slogans and the way company does
business
...
This
can be achieved by registering trademarks, copyright and patents
...
This helps the brand stand out amongst competitors
...
The message that you want to convey may be of may be of
quality(tangible) or fashionability (Intangible)
...
This
may be an association of quality, fashionability, lifestyle, uniqueness or
exclusivity
...
•
•
Quality: Branding gives the customer certain level of assurance with regards
to quality and consistency
...
•
Protects the market: A well established brand tries not only to protect the
products market share but also protect the customer from unknowingly
purchasing inferior products
...
If a celebrity is very well know it could boos the
companies sales
...
• Select a domain name: Register a website as this is a very important
platform for communication and communication
...
• Your own name: Using your own name might be the best way to go
when selecting a name as it re-enforces who exactly is behind the
brand
...
In other words a
name must be clear and to the point
...
Identifiable logos can be in forms of images, colours, phrases,
symbols etc
...
•
Catch phrases: Frequently used in advertising
...
MARKETING KIT
Start small with a small marketing kit to get your name out there
...
• Brochure, product postcards, promotional mailers
• Press kits, sales kits, look books and line sheets
• Website
PUBLIC RELATIONS
Public relations communicates on your behalf and help elevate the brand
...
PR is normally seen as reliable
...
Press Release: By writing your own informative press release you will make the
media’s job easier
...
•
Great photos to catch the editors attention and readers eye
...
The further your market the more difficult it will be to reach them
...
• Guerilla Marketing and Viral Marketing (Advertising): New and faster
methods of communicating like Social networks
...
This starts with the process of informing your potential customers about
your products
...
• Marketing Timeline
• Control sheet
• Customer service
REFERENCES!
This information was summarized by Fezile L
...
• Nieuwenhuizen, Cecile
...
Basics of Entrepreneurship
...
Cape Town
...
• Burke, Sandra
...
Fashion Entrepreneur
...
Burke Publishing
Title: Marketing and Branding
Description: These notes are made for fashion design students, however they follow the general marketing and branding steps for business students.
Description: These notes are made for fashion design students, however they follow the general marketing and branding steps for business students.