Brand image is regarded as particularly important for fashion brands, which rely heavily on patterns, colors and other unique yet constantly evolving aspects of style. Consumers use the meanings attached to such brands to convey their own identity and are likelier to be attracted to the brands that can best help them create their desired self-image.
The importance of having a positive brand image is illustrated by the fact that 14 brands linked to fashion were recently listed among the top 100 global brands based on brand equity levels. Despite its significance, inconsistency in the way brand image is conceptualized and measured continues to prevail. Measurement also fails to be relevant to brands associated with fashion.