The Gist And Procedure Of The Idea Of Fashion Brand Setting And Brand Style Positioning Research

The fashion brand influences consumers' psychology and behavior deeply. It is a management theme of marketing of the clothing to mould the surging brand. It is the key to establishing in brand that the idea establishes and makes a reservation with the style.This text consult surging brand case, combine clothing brand marketing practice, it is consume ethnicity potential general clothing brand idea of demand establish the procedure to further investigate to draw. This procedure has offered brand idea settlement method and basis to brand sponsor of the clothing, make brand idea establish procedure by personal experience to standardize and operate marching towards first step. Proceed from structure of the brand , divideproducts idea , image idea and emotion idea 3 levels into brand idea; Contact four states of surviving of individualization , partner , family and organizing of the target consumer group, set up settlement space which subdivides the idea of brands. Space this survive clothing brand idea according to four of consumer the state is divided into 12 brand idea areas, this has improved accuracy that the sponsor establishes the idea of brands. Regard idea of the brand as by guidelines, through including sales field a great deal of key element not about brand image of the clothing in style ,etc. analyze, launch the style of the clothing and make a reservation to study emphatically. Meanwhile, use psychology to throw technology , analyze eight major styles of the style of the clothing in experiment, establish a comparatively ocular clothing style and make a reservation and appraise the system. It's time to appraise the system and offer the way for the fact that the sponsor orients the brand style of the clothing, have improved accuracy.The idea of the brand is the soul of the style of the brand. The idea of the brand is transmitted to consumers, regard style of the brand as carriers. This text thinks : Form the steady and surging brand style and lie in how to find the suitable symbol element system. For this reason, this text is with the aid of cognitive psychology , dissemination , Sociology principle, design the basic model that a brand idea transforms to the style of the brand, and get the real example through the psychological experiment . It's time to transform models and provide a means for obtaining the style symbol element of brands for the sponsor, have improved consumer's cognition degree ofidea of the brand.