Stefanie Hoffmann

Brand Management by Using Special Marketing Strategies Stefanie Hoffmann

Fashion is a billion - dollar industry which employs millions of people around the world, and today, more than ever, affects almost all consumers in society. Consumers often choose the brand matching to their own personality or the personality they would like to represent to others. People have a deep-seated tendency to evaluate themselves, their professional accomplishments, and their material well-being relative to others. To wear brand clothes can be used as status symbols. Clothing, especially fashionable apparel, often represents an important symbolic consumption area for consumers. Thus, the more marketers know about the motives, attitudes, values and needs of consumers, the better able they will be to successfully market to them. The primary aim of this work was to identify and evaluate Brand Management and how companies build up a clearly defined brand image by product advertising, branding, and other marketing strategies. Therefore it was also to investigate and analyse the consumer perception of clothing products according to their brand image.