Brands have always been closely related to cultural values. Branding has become a critical issue for firms competing within heterogeneous industries. Over the last decades, the brand evolved from a simple product attribute to the role of value creator for the entire firm. Today brand management represents a very sophisticated business process whose aim is to assembly and maintains over the time the unique mix of physical attributes and intangible values that distinguish one brand identity from others. Brand is well defined as a name, terms or logo or design or a combination among them aiming at identifying a product or a service from one vendor or manufacturer and differentiate it from competitors. Branding for many years has been seen as logos and advertisements. But is it nowadays evident that a brand is much more than a name or a logo. A brand is no longer just image projection. It's also truly about the company as a whole. Organizations develop brands as a way to attract and keep customers by promoting value, image, prestige, or lifestyle. Branding is a technique to build a sustainable, differential advantage by playing on the nature of human beings. Branding is becoming more a function of the relationship and the experience the consumer has with the brand. Above all in industries producing symbol intensive goods there is a stronger connection of brands with people's personalities and beliefs.
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Brand Management in Fashion.
Fashion can be defined as a consumption mode of behavior or in other words the style or styles being worn at the time in question by consumers of clothing. Appearance is an important component of most durable consumption goods. Large amounts of resources are devoted to the development of design for clothing, cars furniture and even electronic equipment. These resources are not primarily used to make these goods more functional; rather, their goal is to let the product appear more "fashionable-.