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1、 Brand Strategy in the Clothing and Textile Market Abstract In todays market economy, which is characterised by a very changeable environment and strong, intense competition caused mainly by enlarging globalisation, it is becoming more and more difficult for an enterprise to maintain long-term succe
2、ss. Using techniques such as simply maintaining low costs or innovative solutions are losing their importance. That is why the significance and meaning of brands have been growing recently. The brand is a strategic resource of every firm. Possessing a brand, and knowing how to keep it and manage it
3、well, are becoming keys to reaching success in the market, a source of competitive advantage. The aim of this paper is to show that a properly used brand strategy is the enterprises most valuable asset, and should be the top priority in the companys work. Undertaking actions aimed at building a bran
4、d or at strengthening an already existing one are especially neces-sary in the clothing industry, which is characterised by great competition, and where threats connected with product smuggling and unauthorised copying of trade marks exist.Key words: brand, brand strategy, marketing instruments, clo
5、thing and textile industry. Essence of Brand The constantly changing market poses new challenges to clothing enterprises, and the clients demands are also con-tinually rising, and so it is necessary every now and again to offer them a higher added value. This added value is a properly planned brand
6、strategy, the so-called branding . Firms without any distinct features, without a clear vision or specific mission, or without permanent values, will sink in the mass of messages hitting the market.Thus it is necessary to launch actions not only directed to distinguish a given brand from the competi
7、tors, but also to build a set of values and modes allowing the company to communicate with the market in a manner which would be easily recognisable and which would stimulate positive associations and strong reactions.A brand image is defined through its selected symbolic patterns. The most importan
8、t among these are the brands name, logo, and composition of graphic elements and colours all associated with the company. It is crucial for a brand built on these elements to give a clear message to the customer about the kind of company he is dealing with, what its product is and who the clients ar
9、e. All the elements comprising a brand image have to be closely related to the idea and goals of the company. This certainly helps its positive identification, and as a result a strong and distinct image is created in the customers mind 2.By translating a business strategy into a brand strategy, the
10、 firms become more visible on the market and more understandable for their environment; furthermore, the messages included in the advertisements reach the potential customers more efficiently. Positive features have to be spotlighted and combined with culture and target groups according to the strat
11、egy already developed. This increases customer loyalty to a given product.It is important that the customers mind should absorb and retain as much information about a brand as possible; some time later this is translated into the recognisability and prestige of a brand on the market. A brand product
12、 offers a sense of safety, and guarantees quality and reliability. Brand values are features that appeal to the emotional sphere of human perception.Hence a brand is the most valuable asset of a company, and customer satisfaction is the key to a long-term success. As consumers must have a reason for
13、 selecting this given brand from among many others, each brand should have a motto apart from its distinctive usability. It is necessary to define why it is different and what its position is. A brand is not an advertisement, but rather a whole philosophy underlying a set of combined actions fixed o
14、n the companys success. It is certainly an indispensable tool allowing effective conquest of markets, retention of the market position, and international competition . Brand Management Using a brand strategy is possible in two cases. The first is when a company or a product already exists on the mar
15、ket; the second is when the company wants to enter the market and wishes to make itself known to potential clients. The actions carried out in the first case are surely much easier. If a product or a firm already exists on the market, more or less clients have already encountered the brand and have
16、their own concept of it. In such a case, it is only necessary to look for solutions which would enable them to gain an advantage over competitors by their action strategy, stressing the values expected by the targeted market and received positively by them. Here we deal with the strategy of enhancing the existing brand. Naturally it is necessary to analyse in de-tail whether or not the brand evokes any negative images, or whether or not there have been any dras
