It will serve as a guide for them so that they can

decision-making process regarding their shopping. It will serve as a guide for them so that they
can evaluate brands, for example, through investigating the branding, quality, competitive
advantage, and market differentiation.
The locale of the study is around Ayala, Makati City, Philippines. The respondents were
gathered through snowball sampling. Snowball sampling is a non-probability sampling
technique where respondents are recruited from the researcher’s acquaintances. The participants
were young professionals with age ranges from twenty-five (25) to forty (40) years old.
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Chapter 2
REVIEW OF RELATED LITERATURE
Branding
In recent years, there has been an emerging literature with regards to corporate brands
and their management. Branding is nothing simple, it is hard, and the company will have to
think about what’s best, and how to draw the consumers in just by their brand alone. Brands are
seen as categories in the fashion industry. Apparels that are under famous brand are highly
looked upon, while those that falls under famous brands are having a challenging time making a
name for themselves. Apparels falls under the category of Fashion and looking more into it, one
of the research that the researchers came upon is how fashion is a luxury and that it is very
important in terms of its monetary sales volume (The Economist, 2011). In addition to its
economic value, luxury fashion brands help develops the best fashion products for the market.
Luxury brands are seen as the leaders of the fashion world and they drive a lot of mass-market
imitators. Undoubtedly, luxury fashion is so in the new and always on trend for many modern
people strives to have it. It is a critical part of modern fashion world and luxury branding is a
timely and important topic (Emond 2009; Ko and Megehee, 2012).
Branding is identified as the promoting of a product service by identifying it with a
particular brand. It also serves as an identification for your company. It lets the consumer know
that they’re buying and who are they buying from. There have a been a lot of research about
branding and what it’s purpose is, or how to understand branding. Actually, there are a lot of
different types of branding out there, brand knowledge can teach a lot of business and researches
what branding really is. The other aspects of brand knowledge (such as the cognitive element of
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brands) may also be important. Integrating these different dimensions of brand knowledge could
improve the ability of researchers to model consumer responses and of marketers to focus their
marketing program (Keller, 2003, p. 597). When it comes to evaluating brand image, the most
common approach is cognitive evaluation (Keller, 2003). Though Keller (2003) states that, it is
all in the past. In the last two decades, there have been not only an increasing number of scholars
acknowledging the importance of the affective and emotional aspects in consumer behavior and
how it can affect your brand image.