Essay About Comparitive Analysis Of Brand Identity And Comapartive Analysis Of Brand Elements                         H

Zara – Comparitive Analysis of Brand Identity
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COMPARITIVE ANALYSIS OF BRAND IDENTITY[pic 1]AND [pic 2]SUBMITTED BYANKITA RAJBHANDARIMFM 2016-18                                   COMAPARTIVE ANALYSIS OF BRAND ELEMENTS                         H & M                  ZARABRAND NAMES AND URLMemorableShort and simple.MeaningfulNo specific meaning Named after the founder Heinz and Maurtiz.LikeabilityThe name evokes verbal imagery of the brand.AdaptabilityEasy to recognize, recall, pronounce and spell across borders.TransferableEasy to use across categories.ProtectionLegally protected online and offline.MemorableUnique within the industryMeaningfulNo specific meaningNamed by interchanging a movie’s name ZORBA.LikeabilityNot rich in verbal or visual imagery, could be not liked in all countries.AdaptabilityEasy to recognize,recall,pronounce and spell across borders.TransferableFlexible and can be used across cultures.ProtectionLegally protected online and offline                                    LOGOS[pic 3]By using H&M, it keeps it simple and yet a bit mysterious since they are just letters, not full names. The logo consisting of two red letters H and M, both red with “&” sign in between them.The red makes it noticeable. It is easily identifiable and has led to be one of the most significant trademarks in the fashion industry                [pic 4]The Zara logo is perceived to be   very simple, generic and mundane.The four letters were to encode the brands policy of being simple and easily identified.The black color in the Zara logo symbolizes the style, elegance, supremacy of the brand.                                          H & M               ZARACHARACTERSThe brand caters to younger audience hence the fonts are more loud and bright.Zara caters to the older generation and has a more luxurious feel hence the characters are more simple.                                              SLOGANS“Fashion and Quality at best price “Reflects the business concept of the company.Zara has no tagline and does not participate in any form of advertising.PACKAGINGPlastic bagDifferent Sizes[pic 5]Logo Clearly VisiblePaper BagHigher Quality [pic 6]Different SizesLogo Clearly Visible                                                             H & M BRAND PISM[pic 7][pic 8][pic 9][pic 10][pic 11][pic 12][pic 13]RELATIONSHIP[pic 14][pic 15]Affordable ReliableExciting Engaging[pic 16][pic 17]REFLECTION                      PlayfulExperientialTrendyYoung [pic 18]InternalPersonality- A person who wears H&M could be defined as young , fashionable and confident in their attire as well as someone who  likes minimal styles. Culture- It is and international company with Scandinavian culture and they have strong belief in sustainability. Considerable resources are devoted to increasing sustainability at H&M.Self Image- One could perceive themselves to be stylish, fashion forward and cool while wearing this brand. External Physique – H & M is perceived to a renowned brand with up to date styles, designs that are long lasting and affordable and full of youth spirit. The brand’s celebrity association usage is not just in their ads, but who actually voluntarily wear their Conscious line makes a huge statement about affordability and status. H& M collaborates with other brands, individuals or organizations that share your brand values in order to maximize credibility and minimize the risk of brand equity dilution.Relationship- Their advertisements are modern, constantly up to date with the latest celebrities and trends which are fresh and so they try to shape a ‘cool’ and reliable identity with their community. The brand maintains its customer by providing latest designs with reasonable quality and affordable price.Reflection- The consumers of the brand are perceived to be playful with their styles and someone who likes to experiment with their attire while following the latest trends and belongs to the younger generation.                                            ZARA BRAND PRISM[pic 19][pic 20][pic 21][pic 22][pic 23][pic 24][pic 25][pic 26][pic 27][pic 28][pic 29][pic 30]REFLECTION                   Mix of high and low fashionCosmopolitanSophisticated Well dressed[pic 31]          COMPARATIVE ANALYIS OF BRAND PRISM OF H&M AND ZARA