Apparel Merchandising

R100 Assignment #2
“Exploration of Apparel Brand Knowledge: Brand Awareness, Brand Association, and Brand Category Structure”

February, 3rd, 2011
Hyungee Jung

Brand image has been conceptualized as perceptions about as reflected by the brand associations, or anything linked to the brand in a consumer’s memory (Aaker, 1991; Keller, 1993). Brand associations contain meanings about a brand for the consumer (Keller, 1993). A brand’s image results from the favorability, strength, and uniqueness of brand associations that are held by the consumer (Keller, 1993). Positive and unique brand associations that are strongly held by consumers lead to strong, favorable attitudes and emotions toward a brand (Aaker, 1991).
Today, brand is very important among teenagers and college students.   Also, people like to buy brand bags, clothes, and accessories with brands’ logo or symbol to show others.   People even try to buy fake brand bags to show others.   Consumers spent money on brand bags that has uniqueness of specific brand because they want other to recognize the bag like Louis Vuttion’s LV symbol, Chanel’s chain bag with CC logo, Balenciaga’s unique design and etc.   Through this example, we can see brand awareness and uniqueness makes consumers to purchase and use them more and more.  
In addition, the findings from this experiment also provide significant implications for marketers related to the use of comparative advertising.   Considering that the prototype and exemplar models seemed to be more effective in making consumers link a brand to a brand category, comparative advertising (juxtaposing a target brand with its competitors) may sometimes provide richer content for consumers.   This type of advisement may allow the consumer to process the brand’s information in relation to the category of brands it belongs to rather than portraying characteristics of the brand in a descriptive manner.   The comparative strategy could especially be beneficial for establishing a...