Dissertation: Brand Image and Consumer Attention in Fashion Sector

This dissertation explores the critical role of brand image and identity in attracting consumer attention within the luxury fashion sector, using Zara as a case study. The introduction defines brand image and identity, emphasizing their impact on consumer perception and brand performance. It highlights how a positive brand image can drive sales and build stronger consumer-business relationships. The dissertation aims to determine the significance of brand image and identity in attracting consumers, analyzing their impact on Zara's performance and profitability. It also seeks to identify techniques for improving Zara's brand image and identity. The rationale underscores the relevance of the topic, citing the availability of data and its importance in the fashion industry. The study's significance lies in its contribution to research skills and knowledge within the fashion sector, providing insights into consumer behavior and brand strategies. The scope of the study encompasses cost, responsibilities, deadlines, and activities related to achieving the research objectives, which are to determine the impact of brand image and identity on consumer attention and business profitability in the fashion industry.

Dissertation

TABLE OF CONTENTS
Topic:...............................................................................................................................................2
CHAPTER 1 INTRODUCTION.....................................................................................................2
Background of study ..................................................................................................................2
Aims and objectives ...................................................................................................................2
Rationale.....................................................................................................................................3
Significance of study...................................................................................................................3
Scope of study ............................................................................................................................3
REFERENCES................................................................................................................................5
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Topic:
The importance of brand image and identity for attracting consumer attention in the
Luxury fashion sector.
CHAPTER 1 INTRODUCTION
Background of study
Brand image and identity is the impression the consumers form about the specific brand
or products in their mind that is developed over the certain time period. It can be determined as
ways of existing or possible consumers aspects the brand and associate with it. Brand image can
be similar as brand identify or can be completely opposite. Brand is very essential constant to
brand execution. If the brand image is positive so that product will rise which outcome in more
sales. It is essential because it is formed wholly on their own in mind of consumer and can not be
measured quantitatively (Buil, Catalán and Martínez, 2016). Brand image is beneficial for
developing the better relationship between consumers and business. Effective brand image is
advantageous for attracting the attention of consumers in Luxury fashion sector. This can help to
increase profits and productivity of fashion companies in the sector. This can aid to increase the
competitive edge within the industry. Brand image is deciding element that determines sales of
goods and also essential in relation to aggregation of aspects and belief regarding to certain
product or brand. Fashion firms can make every efforts to create the brand image unique,
positive and instant. Brand image can also be strong through making utilise of brand
communication like packaging, ads through other promotional tools. It aids to increase consumer
retention with fashion companies.
Aims and objectives
Aims:
“To determine the significance of brand image and identity for attracting the attention of
consumer- A case study on Zara.”
Objectives:
 To examine the concept of brand image and identity.
 To analysis impacts of brand image and identity on performance of Zara.
 To determine the relationship between brand image and profitability of Zara.
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 To recommend the different techniques for improving the brand image and identity for
the Zara.
Research Question:
 What are the concept of brand image and identity?
 What are impacts of brand image and identity on performance of Zara?
 What are relationship between brand image and profitability of Zara?
 What are the recommendation of different techniques for improving the brand image and
identity for the Zara?
Rationale
The topic of this study is importance of brand image and identity for attracting consumer
attention in the Luxury fashion sector. The reason of selecting this topic because there are
availability of adequate and large amounts of data, facts and figures are available at the different
sources (Hemsley-Brown and et.al., 2016). Researcher is very liked this kind of topic because it
is related to their field. The reason of selecting this topic because of it is important aspects of the
worldwide. The reason of selecting the topic for completing the further research. This reason of
selecting the topic because it is to describe and determine for further research.
Significance of study
This study is essential to researcher for further study on this topic effectively which is
importance of brand image and identity for attracting consumer attention in the Luxury fashion
sector. This research is important for developing the research skills and knowledge relating to
different topics. If the research planning of their career in the fashion sector, so that they easily
understand all kinds of informations and data which related to their industry (He and et.al.,
2016). Thus, this study is very important for researchers. This study is important for determine
the consumer attention at the brand image and identity of firm within the industry. This study is
important for attaining the result and achieving the aims and objectives.
Scope of study
The scope of study cover the different aspects such as cost, responsibilities, deadline,
deliverable features, project objectives, functions, different activities which help to attain the
result of study. Through this, researcher will easily achieve the aims and objectives of study.
This can help to investigator in their career planning relating to fashion industry (Yuan and et.al.,
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2016). The scope of study is activity of topic which is importance of brand image and identity for
attracting consumer attention in the Luxury fashion sector of dissertation. The scope of study is
to attracting consumer attention through effective brand image and identity which is helpful for
business profitability and productivity within the fashion industry. It is the necessary to
determine the all aspects of research which aid to attain the outcome of study in relation to
achieve the aims and objectives (Urde and Greyser, 2016).
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REFERENCES
Books and Journals
Buil, I., Catalán, S. and Martínez, E., 2016. The importance of corporate brand identity in
business management: An application to the UK banking sector. BRQ Business Research
Quarterly. 19(1). pp.3-12.
He, H. and et.al., 2016. Moral identity centrality and cause-related marketing: The moderating
effects of brand social responsibility image and emotional brand attachment. European
Journal of Marketing. 50(1/2). pp.236-259.
Hemsley-Brown, J. and et.al., 2016. Exploring brand identity, meaning, image, and reputation
(BIMIR) in higher education: A special section.
Urde, M. and Greyser, S. A., 2016. The corporate brand identity and reputation matrix–The case
of the nobel prize. Journal of Brand management. 23(1). pp.89-117.
Yuan, R. and et.al., 2016. Reciprocal transfer of brand identity and image associations arising
from higher education brand extensions. Journal of Business Research. 69(8). pp.3069-
3076.
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