Journal of Advertising and Sales Management

Journal of Advertising and Sales Management

Model of branding and ranking of effective branding factors in clothing industry

Document Type : Excerpt from a doctoral dissertation

Author
dariush tahmasebi
University of , Tehran
10.22034/asm.2024.712029
Abstract
Today, in the clothing industry, branding is not a choice, but a necessity. If the domestic clothing market is examined, it will be seen that only a few brands are active, and even these few brands are not prominent in global level and domestic.
first, the variables of branding of this industry are extracted by relying on scientific sources and experts through Multi Grounded Theory (MGT), and then the factors affecting the branding are ranked through The Importance-Performance Matrix. After examining the opinions of experts and specialists in the field of fashion branding through theoretical and snowball sampling (14 experts and experts in this field until theoretical saturation), the final branding model was prepared and then to check the branding status of companies in this industry from 42 expert and specialist surveys the brand of these companies was used.
Finally, 59 essential variables affecting the branding of the fashion industry were identified., brand visual identity with a score of (0.027) ranked first, brand communication with a score of (0.025) ranked second, economic challenges with a score of (0.025) ranked third and distribution challenges with a score of (0.025) ) the fourth rank, brand conceptual identity (0.025) and the fifth rank of the SWj index in the Importance-Performance Matrix have the most points, which can play a significant role in the branding of this industry, and the players in this field prioritize these items in order to grow and develop strong brands. put at the top of their achievements.
Keywords
creative industries
branding
brand identity
brand positioning
Multi Grounded Theory (MGT)

Subjects

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