Applying some branding strategies to improve the competitive capability of locally manufactured ready-made garment

Ibrahim, Mina Edward Farag; Mohamed, Ibrahim Hanafy; El Kholy, Ghada; Mahmoud Abdo El Sheikh, Ahmed

doi:10.21608/mjaf.2022.164769.2859

Applying some branding strategies to improve the competitive capability of locally manufactured ready-made garment

Document Type : Original Article

Authors

¹ Apparel Department, Faculty of Applied Arts, Helwan University

² Industrial Education Department, Faculty of Education, Helwan University

³ Apparel department &#039;faculty of Applied Arts&#039; Helwan University

⁴ Faculty of Applied Arts, Banha University

10.21608/mjaf.2022.164769.2859

Abstract

One of the most valuable intangible assets of a firm is its brands, and it is incumbent on marketing to properly manage their value. Building a strong brand is both an art and

a science. It requires careful planning, a deep long-term commitment, and creatively designed and executed marketing. A strong brand commands intense consumer loyalty at its heart is a great good or service. The American Marketing Association defines a brand as “a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.” The word ‘brand’ comes from the Norwegian "brand" meaning to burn, as in branding cattle. A brand is thus a good or service whose dimensions differentiate it in some way from other goods or services. These differences may be functional, rational, or tangible—related to product performance of the brand. They may also be more symbolic, emotional, or intangible—related to what the brand represents or means in a more abstract sense. Brands also perform valuable functions for firms. First, they simplify product handling or tracing. Brands help to organize inventory and accounting records. A brand also offers the firm legal protection for unique features or aspects of the product. The brand name can be protected through registered trademarks; manufacturing processes can be protected through patents; and packaging can be protected through copyrights and proprietary designs. These intellectual property rights ensure that the firm can safely invest in the brand and reap the benefits of a valuable asset. A credible brand signals a certain level of quality so that satisfied buyers can easily choose the product again. Brand loyalty provides predictability and security of demand for the firm, and it creates barriers to entry that make it difficult for other firms to enter the market. For the previously mentioned reasons the researchers chose to introduce some branding related concepts and strategies in the literature review in addition they did a deductive analysis through setting some hypotheses regarding applying some of branding strategies in clothes and sportswear. The relevance of the hypotheses clarified through the results of a questionnaire.

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