ABSTRACT
This chapter analyses the key characteristics that define successful brands and how, under the lens of consumer-orientated marketing, firms can create marketing strategy that delivers prolonged value. The most successful firms in the industry are evolving away from a product-driven business model towards a consumer-focused model. Brand purpose provides a single voice with the aim of improving alignment throughout the firm. Fashion brand management focused on product design and the aesthetic content because of the ever-shortening life cycle of products. To make effective brand management decisions executives should understand and address the content and context of their marketing strategy. Aside from understanding the needs of the customer, the process should also undertake an objective analysis of the firm's strengths and weaknesses and what special competence it possesses to meet those requirements. The importance of strategically managing a brand in helping to achieve a competitive advantage shows no signs of abating.
