Importance of Understanding

Harkin.F and Johnson.R (2009 online) claimed that brands provide a statement of who we are, with consumers seeing brands as extensions of themselves and their own moral codes. We are wanting brands that we can trust in terms of style, quality and increasingly, ethics.
Even though a luxury firm's perceived corporate social responsibility ranks behind other attributes in driving actual consumer purchases, it can still be a deciding factor for wealthy consumers choosing between competing brands.

(Rapaport, October 2007)

Aakers (1996) Brand Identity Model below

Through the developments of stage one that covered the strategic brand analysis, now stage two is the development of the Brand identity system based on Aaker.D (1996) marketing model. The extended core of the brand looks at the brand from four different aspects. Understanding the core identity is essential for fulfilling the objective of producing a persistent coherent brand message.

Baudrillard (1996) suggests that fashion brands are an essential aspect of the cultural capital of consumers. They reflect and reinforce a sense of identity and allow for the display of conspicuous consumption. Going to the shops in the 21st century is seen as entertainment where we are able to have choice and financial power.’
states Nova.M (2007)