BrandStrategyintheClothingandTextileMarketAbstractIntoday’smarketeconomy,whichischaracterisedbyaverychangeableenvironmentandstrong,intensecompetitioncausedmainlybyenlargingglobalisation,itisbecomingmoreandmoredifficultforanenterprisetomaintainlong-termsuccess.Usingtechniquessuchassimplymaintaininglowcostsorinnovativesolutionsarelosingtheirimportance.Thatiswhythesignificanceandmeaningofbrandshavebeengrowingrecently.Thebrandisastrategicresourceofeveryfirm.Possessingabrand,andknowinghowtokeepitandmanageitwell,arebecomingkeystoreachingsuccessinthemarket,asourceofcompetitiveadvantage.Theaimofthispaperistoshowthataproperlyusedbrandstrategyistheenterprise’smostvaluableasset,andshouldbethetoppriorityinthecompany’swork.Undertakingactionsaimedatbuildingabrandoratstrengtheninganalreadyexistingoneareespeciallyneces-saryintheclothingindustry,whichischaracterisedbygreatcompetition,andwherethreatsconnectedwithproductsmugglingandunauthorisedcopyingoftrademarksexist.Keywords:brand,brandstrategy,marketinginstruments,clothingandtextileindustry.EssenceofBrandTheconstantlychangingmarketposesnewchallengestoclothingenterprises,andtheclients’demandsarealsocon-tinuallyrising,andsoitisnecessaryeverynowandagaintoofferthemahigheraddedvalue.Thisaddedvalueisaproperlyplannedbrandstrategy,theso-calledbranding.Firmswithoutanydistinctfeatures,withoutaclearvisionorspecificmission,orwithoutpermanentvalues,willsinkinthemassofmessageshittingthemarket.Thusitisnecessarytolaunchactionsnotonlydirectedtodistinguishagivenbrandfromthecompetitors,butalsotobuildasetofvaluesandmodesallowingthecompanytocommunicatewiththemarketinamannerwhichwouldbeeasilyrecognisableandwhichwouldstimulatepositiveassociationsandstrongreactions.Abrandimageisdefinedthroughitsselectedsymbolicpatterns.Themostimportantamongthesearethebrand’sname,logo,andcompositionofgraphicelementsandcoloursallassociatedwiththecompany.Itiscrucialforabrandbuiltontheseelementstogiveaclearmessagetothecustomeraboutthekindofcompanyheisdealingwith,whatitsproductisandwhotheclientsare.Alltheelementscomprisingabrandimagehavetobecloselyrelatedtotheideaandgoalsofthecompany.Thiscertainlyhelpsitspositiveidentification,andasaresultastronganddistinctimageiscreatedinthecustomers’mind[2].Bytranslatingabusinessstrategyintoabrandstrategy,thefirmsbecomemorevisibleonthemarketandmoreunderstandablefortheirenvironment;furthermore,themessagesincludedintheadvertisementsreachthepotentialcustomersmoreefficiently.Positivefeatureshavetobespotlightedandcombinedwithcultureandtargetgroupsaccordingtothestrategyalreadydeveloped.Thisincreasescustomerloyaltytoagivenproduct.Itisimportantthatthecustomer’smindshouldabsorbandretainasmuchinformationaboutabrandaspossible;sometimelaterthisistranslatedintotherecognisabilityandprestigeofabrandonthemarket.Abrandproductoffersasenseofsafety,andguaranteesqualityandreliability.Brandvaluesarefeaturesthatappealtotheemotionalsphereofhumanperception.Henceabrandisthemostvaluableassetofacompany,andcustomersatisfactionisthekeytoalong-termsuccess.Asconsumersmusthaveareasonforselectingthisgivenbrandfromamongmanyothers,eachbrandshouldhaveamottoapartfromitsdistinctiveusability.Itisnecessarytodefinewhyitisdifferentandwhatitspositionis.Abrandisnotanadvertisement,butratherawholephilosophyunderlyingasetofcombinedactionsfixedonthecompany’ssuccess.Itiscertainlyanindis...
