WHAT DO OUTSTANDING SMEs IN APPAREL INDUSTRY DO TO BE SUCCESSFUL ENTREPRENEURS?

Abstract

This paper attempts to study on how entrepreneur of fashion business building their brand and what are key success factor. Moreover, this study is focusing on brand building which includes marketing strategies and relevant tools. This paper applied the customer based-brand equity model to support the analysis. Greyhound and Kloset were selected to be case study and analysis. These two brands are well known as fashion leader. They are in fashion market for long period of time and be recognized by international market. Therefore they are interesting to be case studies for analysis. After investigate and analyze deeply in all data provided, it was surprising that brand identity is key importance factor to building strong brand. Enhancing brand identity creates brand awareness, brand responsive and brand relationship. Essentially brand identification conveys the right experience through target customers. Beside that the brand need to use effective strategies and tools convey message to customers. KEY WORDS: brand / brand building / brand identity / brand relationship /customer based brand equity