Contents

• 1.0 Introduction 11
• 1.1 Introduction 12
• 1.2 Background of the Study 13
• 1.3 UK Fashion Industry: An overview 13
• 1.4 Definition and Importance of Brand and Fashion 14
• 1.4.1 What is Fashion? 14
• 1.5 The Importance of Brand Positioning: 15
• 1.6 Brand Image and Brand Identity 16
• 1.7 Problem Statement 17
• 1.8 Research Questions 17
• 1.9 Aims and Objectives 17
• 1.10 Research Structure 18
• 2.0 Literature Review 19
• 2.1 Introduction 19
• 2.2 UK Fashion Industry 20
• 2.3 Understanding the customer for Brand Image and Brand Identity 21
• 2.4 Values-Attitudes-Motives-Behaviour Cascade 22
• 2.5 Brand Positioning 24
• 2.6 Summary 28
• 3.0 Research Methodology 28
• 3.1 Research Approach 29
• 3.2 Qualitative Research 30
• 3.3 Deductive Versus Inductive Research 31
• 3.4 Case Study: 33
• 3.4.1 Case Study Selection: 33
• 3.4.2 Case Study Analysis 34
• 3.5 Data Collection 35
• 3.5.1 Primary Data 35
• 3.5.2 Secondary data 36
• 3.5.3 Data Analysis 37
• 3.6 Validity and Reliability 38
• 3.7 Justification 39
• 3.8 Ethics 40
• 3.9 Summary 40
• 4.0 Data Findings and Data Analysis 41
• 4.1 Data Findings 42
• 4.1.1 Introduction to Case Studies: 43
• 4.1.2 Interview Transcripts 46
• 4.1.3 Categorising the Themes 50
• 4.2 Data Analysis 54
• 4.3 Discussion of Sub-themes 55
• 4.4 Key findings in the light of Research Questions and Literature Review 60
• 4.5 Proposed Model and Summary 62
• 5.0 Conclusion and Recommendations 65
• 5.1 Major Findings 66
• 5.1.1 Customers’ Perception of Brand Image and Brand Identity: 66
• 5.1.2 Gaining Competitive Advantage 67
• 5.2 Limitations 68
• 5.3 Recommendations 69
• 5.4 Further Research 69
• 6.0 Appendix 71
• 6.1 Appendix-1: Semi-structure Interview Questions 71
• 6.1.1 Introduction 71
• 6.1.2 Market Position 71
• 6.1.3 Strengths 72
• 6.1.4 Brand Development 72
• 6.2 References 73

Description

The main purpose of the present study was to inquire into the contribution of brand image and brand identity for attaining competitive advantage. For the purpose of the same a case study on fashion industry was taken with a few established and globally recognised fashion brands existing in London.