Clothing Brand Image Of Innovation Research

With the development of China fashion industry for 20 years, China has become the biggest producing and consuming country. Yet up to now there is not a Chinese worldwide famous fashion brand. Building a worldwide famous fashion brand is always the goal that China fashion industry strived for.Based on analysis of contemporary fashion references and latest brand marketing theory, the author provides the ways how to build brand equity by creating brand images. Specifically, the thesis provides insight into how brand equity can be created by building, measuring, and managing brand images.This article consists of five parts. Part I defines what a brand is, why brands matter, and analyze the differences between brand and product. It analyzes contemporary China fashion industry and points out achievement and disadvantages. Part II introduces the concept of customer-based brand equity, outlines the customer-based brand framework and analyzes all concept of the brand equity. Part III looks at how to build brand equity by creating fashion brand images. Part IV addresses four kinds of brand style and analyzes the elements of brand style. In the last part, it looks at how to measure brand equity. It take a detailed look at what consumers know about brands, how marketers can develop measurement procedures to assess how well they are doing, and puts all of these ideas together to consider how to develop and implement a brand equity measurement system.