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Marketing communications&branding - Essay Example

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It is the brand name or image that determines the success of a company and its products. In today’s intensely competitive business environment creating a brand and retaining that successfully for a long…
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Marketing communications&branding
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Marketing communications&branding

Download file to see previous pages... Some of the most important terms among them are Brand awareness, brand equity, brand value, ‘brand image’ and ‘brand audit’. Brand awareness is referred to the awareness of the brand among the consumers, whereas brand value is referred to the financial value of a particular brand. Brand equity is referred to the differential effects of brand associations and brand awareness on the marketing of the brand. Brand image is referred to the perceptions of the consumers regarding a particular brand. Finally brand audit is the process of measurement of all these mentioned terms. Organizations perform brand audit in order to have a clear understanding regarding brand image, brand equity, brand awareness and brand value of a particular brand (Chandon, P. 2004). It is very important for the organizations to conduct brand audit in order to find out the overall performance of a particular brand.
This paper is all about the brand ‘Dior Homme’. The report includes a complete overview of various aspects of the brand. It contains an in depth analysis of the way in which the brand is shown in windows and stores. Moreover the brand essence that is captured through the store displays is also discussed in the report. Furthermore the report also contains a discussion regarding the graphic support and visual technique that are used. An overall brand strategy of Dior Homme is also described in the report.
Dior Homme is one of the most renowned clothing brands not only in France but in the whole world. It is basically a menswear brand. It is a part of Christian Dior SA which is a famous clothing retailer in France. The brand was reinvented under the creative direction of Hedi Slimane. He took charge of the brand since 2001-02 fall/winter seasons. During the period of 1980 to 1990 the menswear products of Dior was renowned as Dior Monsieur. All the famous personalities starting from Brad Pitt to David Beckham have used the brand. The brand is very much ...Download file to see next pagesRead More
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