How the brand portfolio adds value to their stakeholders - Essay Example

(BBC News, 2008) In relation to the success of Zara, the importance of branding as well as the impact of the Zara’s branding strategy as a Fashion Clothing Company and within the Market Environment of the global fashion industry will be analyzed followed by discussing how fashion branding affects the customers’ perceived quality and value with regards to Zara as a company and the company’s loyal customers when purchasing and using a wide-range of Zara’s clothing line. Upon discussing the impact of branding over the company and customers’ image, the most recent branding theories which has existed between the years 1996 to 2008 will be compared and contrast.

Based on the identified list of branding theories, its relevant application to a wide variety of international fashion business including the scope and scale of fashion branding within the European fashion market and the global context will be thoroughly discussed. As part of the conclusion, ways in which brand portfolio adds value to the stakeholders of Zara will be tackled Fashion industry has a very saturated market all over the world. Because of the tight competition in the global fashion industry, the need for clothing companies to develop and promote a successful brand has been considered as one of the key factors behind the success of a clothing company.

According to King (2008), branding is more than just choosing a corporate name and advertising it in the newspaper. Basically, a successful brand is not limited on developing familiarity on the part of the company’s target consumers. It should make the company’s target consumers feel special when being associated with a brand. With the use of effective advertising and marketing strategy, the marketing manager of Zara is able to create brand equity which increases the brand popularity. For this reason, brand