Visual Strategy

Brand Purpose

• A brand's primary purpose extends beyond financial gains toward generating a positive impact on society

The Golden Circle

• Simon Sinek's Golden Circle, the WHY level signifies the core belief or purpose that motivates the brand

Brand Vision

• A brand vision is exemplified by the statement: "To be the world's leading sustainability brand by 2030."

Brand Core Component

• The Brand Core answers the question "What do we do and how do we do it today?" reflecting the brand's mission

Brand Purpose vs. Mission

• A brand's purpose conveys the "why," while the mission details the "what" and "how"

Brand Core

• The Brand Core guides strategies and ensures consistent brand identity and communication

Brand Values

• Brand values are essential as they guide behavior and decision-making

Brand Purpose Importance

• Brand purpose is critical for creating emotional connections with audiences

Golden Circle Communication

• A good example of communicating the HOW is "We use sustainable materials and support environmental initiatives"

Brand Vision Definition

• A brand’s vision should be clear, ambitious, and importantly, achievable

Fashion Brand Briefing

• The primary goal is to establish objectives, context, and guidelines for brand creation

Brand Briefing

• A key component NOT listed in a brand briefing is the Unique Selling Proposition (USP)

Initial Research

• Initial research is crucial for analyzing the market, identifying competitors, and understanding trends as well as unmet needs

Demographic Segmentation

• Demographic segmentation targets the audience based on age, gender, and location

Unique Selling Proposition (USP)

• The USP is a clear statement that explains what makes a brand unique and why consumers choose it

Competitor Analysis

• Analyzing competitors aids in comprehending their strengths and weaknesses when establishing a value proposition

Brand Book

• A Brand Book's main purpose is documenting the brand’s identity and ensuring consistency.

Brand Persona

• A Brand Persona includes personality and narrative codes

Experiential Guidelines

• Experiential Guidelines serve the function of defining retail, events, collaborations, and sensory experiences

Brand Positioning

• Maintaining consistency and brand equity is crucial in Brand Positioning to ensure coherence across all touchpoints

Fashion Brand Paradigm

• The new paradigm of a fashion brand involves it being a strategic business asset with focus on identity and brand equity

Fashion Brand Sells

• Fashion brands sell a desired lifestyle that provides an emotional connection beyond just the products themselves

Fashion Brand "Entity"

• The "entity" of a fashion brand is represented by its physical structure, resources, and operational processes

Fashion Brand "Identity"

• The "identity" of a fashion brand is defined by its core values, mission, vision, and personality

Style Codes

• Style codes are essential for creating visual consistency, differentiation, and emotional connection

Logotype

• A Logotype is best described as a logo made entirely of text using the brand's name

Color Psychology

• Color psychology plays a role by evoking emotions, creating associations, and enhancing recognition

Typography

• Typography defines the emotional tone and personality of the brand

Isotype

• The Nike Swoosh symbol without text exemplifies an Isotype

Visual Identity

• Building a strong visual identity is essential in fashion branding because it creates familiarity, trust, and differentiation in a competitive market

Brand Conceptualization

• Brand conceptualization aims to define the brand's purpose, values, personality, and market differentiation

Brand Archetypes

• Brand archetypes are universal behavior patterns that shape identity and communication

Brand Archetype

• The Hero brand archetype is associated with achievement and courage

Brand Storytelling

• Brand storytelling's primary purpose is creating emotional connection and differentiation for the brand

Brand Storytelling: "Call to Action"

• The "Call to Action" aims to invite the audience to engage and become part of the brand’s movement

Consumer Behavior

• Hidden insights in consumer behavior encompass unspoken needs and emotional triggers that influence decisions

Sensory Marketing

• Sensory marketing aims to engage all five senses to create a memorable brand experience

Experiential Marketing

• Hosting pop-up events or fashion shows to immerse the audience in the brand exemplifies experiential marketing

Brand Launch

• Message consistency is vital because it keeps messaging, values, and visuals uniform across all platforms during a brand launch

Digital Strategy

• Dior's AR Sneaker Try-on feature uses AR technology to enhance the digital luxury experience

Advertising Campaigns

• Analyzing advertising campaigns in fashion branding seeks to determine communication effectiveness and emotional impact

Brand Analysis

• Textile composition is not a key element in a deep brand analysis

Dior Example

• According to the Dior example, quality craftsmanship and artistic collaborations are key differentiators

Creative Strategy

• A Creative Strategy defines the creative direction and emotional connection in advertising

Creative Strategy Component

• Deep understanding of consumer behavior (Insight Identification) is a component of a strong creative strategy

Creative Platform

• The Creative Platform defines the overall look, feel, and narrative of the campaign

Unique Selling Proposition (USP) Effectiveness

• A Unique Selling Proposition (USP) is effective when it is clear, unique, relevant, and memorable

Above the Line (ATL) Media

• Above the Line (ATL) media is best described as mass media channels aimed at broad audiences

Below the Line (BTL) Media

• Chanel’s immersive pop-up experiences exemplify Below the Line (BTL) media

Through the Line (TTL) Media

• Through the Line (TTL) media strategy combines ATL's wide reach and BTL's personalization

Media Choice

• Campaign objectives, audience, and budget should be considered when choosing between ATL, BTL, or TTL media

Advertising Ethics

• Honesty and social responsibility are essential principles according to advertising ethics

Fashion Advertising

• Savage X Fenty's campaign positively impacted fashion advertising by promoting diversity, inclusivity, and body positivity

Augmented Reality (AR)

• Augmented Reality (AR) in fashion advertising offers virtual product visualization

Digital Persuasion

• Scarcity and urgency are digital persuasion techniques used when brands offer limited-time deals

Legal Framework

• The main objective of the legal framework in fashion branding is to protect brands through intellectual property rights

Brand Legal Protection

• A brand protects its distinctive signs like names, logos, and symbols from a legal perspective

Trademark Registration

• The ability to copy competitors is NOT a benefit of trademark registration

Patents vs. Trademarks

• Trademarks protect logos and brand identity; patents protect inventions and technologies

Legal Protection

• Legal protection is important in fashion branding because it prevents counterfeiting and ensures brand positioning

Registered Trademark

• A Registered Trademark defines a legally protected sign granting exclusive use rights

Three-Dimensional Mark

• Jean Paul Gaultier’s perfume bottle exemplifies a Three-Dimensional Mark

Trademark Registration Length

• Before renewal, a trademark registration typically lasts for 10 years

Copyright

• Original artistic creations like textile prints and fashion illustrations are protected by copyright in fashion

Intellectual Property (IP)

• Intellectual property (IP) safeguards designs, innovations, and brand identity in fashion

Design Patent

• A Design Patent secures exclusive rights over garment cuts, shoe silhouettes, and patterns

Trademark Protection

• Christian Louboutin vs. Yves Saint Laurent was a case involving protecting the red sole as a trademark

Gucci vs. Forever 21

• The main issue in Gucci vs. Forever 21 involved copying Gucci’s blue-red-blue and green-red-green stripes

Textile Certification

• OEKO-TEX certification ensures textiles are free of harmful substances

Advertising Laws

• Transparency and advertising laws are important in fashion as they prevent misleading consumers and enforce sponsored content regulations