Building a Fashion Brand: the Essentials
Published 30.01.13 at 15:01
An effective brand can have the power to convey a message that is otherwise hard to articulate. It is a particularly potent marketing tool and, done well, can conjure up imagery so that when people think of a particular situation or feel an emotion they will associate it with your product. More often than not, the real value in a brand name is what lies beneath the name or the logo.
This podcast documents the importance of branding in the fashion industry. The presentation is broken down into:
- What's in a brand
- The law of brands
- Choosing a brand
- Exploiting your brand
- Protecting your brand
Own-it invited Ruth Hoy, Partner, and Rebecca Kay, Associate, in the IP and Technology Group at DLA Piper, to give this presentation.
Ruth is also the global co-chair of DLA Piper's Fashion Retail and Design Group. The Group is currently collaberating with the British Fashion Council to support emerging designers and help them with issues relating to intellectual property.
Also see Building a fashion brand: An insider's guide to licensing as well as the IP Guide to...Fashion.