Strategy Study About Local Fashion Brand Identify Elements Optimization

This thesis is aimed to study the identify elements of fashion brand, summed up thefive big identify elements which impact fashion brand. These five big identify elements areBrand LOGO&Mark, Brand Products, Terminal Brand Image, Brand Culture, Brand Style.According to long-term follow-up study of the local fashion brands, found out the identifyelements existed many problems happened in Goelia and other fashion brands like asGoelia in local fashion brand. Based on the research of consumer demand this thesisdiscovered the root of existing problems of local fashion brand are brand identify elements.Than combined domestic and international brand management and design theoryknowledge, adopted different strategies to optimize brand identify elements for enhancingbrand awareness and value-added. The thesis always empathizes on the consumer demandfor center to solve the existing identify elements problems. From the different levels ofcustomer physical and psychological demand to research optimization strategies of brandidentify elements. Using the strategy combining knowledge of Art Design and BrandManagement to solve the current problems of local fashion brand identify elements.This thesis analyzed and studied the common identify elements problems of localfashion brand. Then optimize the current problems of local fashion brand in its all aspectsstrategically. There have three optimization strategies of identify elements: Brand DesignOptimization Strategy, Brand Terminal Image Optimization Strategy and OverallOptimization Strategy about brand identity elements. Finally, this thesis proposedimplementation plan and the related recommendation of identify elements optimizationstrategy.This thesis hopes there have some reference to other local similar fashion brand bystudying the optimization strategy of Goelia brand identify elements. It also hope theexploratory study can contribute a little bit strength for brand building of local fashionbrand, for promoting the local fashion brand continue to move to the international brand.