Developing a Brand Strategy

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Alejandra Caro & Alessandra Basso
From 'Commercialising Creativity': A report commissioned by the British Fashion Council in collaboration with London Business School and in partnership with Land Securities.
Although forming a brand takes time, the designer’s vision has to be clear from the start. The vision gives direction to the brand and allows designers to keep a consistent identity. A brand strategy helps to select initiatives that fit the brand and create consistency between brand identity and brand image.

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