The Value Of Building Consumer-Based Brand Equity In The High-End Fashion Markets

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School of Business | Bachelor's thesis
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Date

2025

Department

Markkinoinnin laitos

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Mcode

Degree programme

Markkinointi

Language

en

Pages

34 + 7

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Abstract

While it has never been possible to reach an agreement among researchers on how does one value the consumer-based brand equity that a brand has, it has still been argued to be the most valuable asset that a company can have. This brings together an issue, where marketers will face difficulties convincing the managers to take part in marketing efforts that would bring brand equity for the company, because the return on investments are unclear. To highlight the value and necessity of building consumer-based brand equity as a high-end fashion brand, this thesis explores the dynamics between consumers and brands in the high-end fashion markets to demonstrate the potential that brand building activities offer. If done correctly, brands can gain competitive advantage and differentiation, positive associations in the mind of their consumers, customers who talk positively about the brand, who make repeat purchases, who represent themselves by consuming the brands products and who take part in building the community, among other gains. Results of this literature review presented that high-end fashion brands extensively rely on how their consumers see and value them, making building consumer-based brand equity critical for a company’s success in the space. These results encourage marketers and managers in high-end fashion to invest more thought and effort in to their brand building activities.

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Thesis advisor

Sakhnovskaia, Elizaveta

Keywords

consumer-based brand equity, brand equity, high-end fashion, brand

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https://urn.fi/URN:NBN:fi:aalto-202501261871

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[kand] Kauppakorkeakoulu / BIZ