This course explores the concept of the brand and its crucial role for fashion enterprises and consumers. You will gain an understanding of branding theory and practice by considering various conceptualisations of branding applied in different fashion  markets. In particular, you will cover brand positioning, brand values, brand personality and identity and how these are conveyed by fashion businesses and understood by consumers. This course will critically examine the idea of branding in relation to consumer culture and fashion.  

This course is part of the Majors ‘Fashion Marketing & Buying’, ‘Global Fashion Business’ and the Minor ‘Fashion Marketing’.