-Brand Journal-

What I learned from Global Branding?

First of all, we have learned what the brand is in terms of name, term, sign, symbol, package, slogan and the importance of them. We have learned how important is the brand effects on consumers. More importantly, we have learned what makes a brand a global brand. Besides, we also learned brand knowledge and sources of brand equity, brand awareness, brand image, and four stages of brand development.

In addition to these, for me the most important topic was brand positioning which all covers segmentation, points of parity, points of difference, brand mantra, brand audits. Also, it is interesting to find out that how brands position themselves in a global market. Moreover, building brand equity through brand elements and marketing communication.
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Pick a category basically dominated by 2 main brands. Evaluate the positioning of each brand
-Who are the target markets?
-What are their main POP and POD?
-Have they defined their positioning correctly?
-How might it be improved?

As you all know, Zara and H&M are the largest international fashion companies. In Turkey as well, they are both popular and targeted most of the population. I believe these two brands dominate the sector of textile. They both catch attention most of the people with their stylish designs and range of products.

Zara is a Spanish clothing and accessories retailer founded in 1975 which is a flagship chain store of the Inditex group. The mission of Zara is walking at the pace of society dressing ideas, trends and tastes that society itself has matured.
Regarding to target market, it has a very broad target market because they do not define their target by segmenting ages and lifestyles but in very basic words, it can be said