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Brand Building AssessmentResonance of the brandSalienceIndicator of Brand AwarenessDepthof brand awareness: When mentioning ZARA, the black-and-white logo comes toour minds and also the high-street fashion brand identity. Although ZARA seldom usesadvertisement, the vivid brand images are known when consumers come to visit ZARA’sphysical stores and the displays. Importantly, ZARA’s store location strategy is its main way tocommunicate with the public. In consumers’ minds, ZARA has already been among the tophighly fashion retail outlets.Breadthof brand awareness: ZARA has different product categories which suit foreveryone like female, male, kids. When consumers need trendy but affordable clothing, ZARA is
their good choice. ZARA brings consumers a concept that you don’t need to buy luxury clothingjust for wearing only once, you can buy ZARA’s stylish design with limited budget.ImageryMeeting of customers' psychological and social needsUser Profile: Typical Zara customers are people who are young, fashion-conscious butwith lower budget. They care about their appearances and longing for being stylish.Purchase situations: Consumers might pass by ZARA’s stores and be attracted by itswindow display. As the clothing in ZARA changes very fast, if you don’t buy something youlove now, it will be sold out next time. Thus, ZARA creates psychological thoughts to let clientsbuy its clothing without considering too much.Personality and values:Zara is modern, trendy, high fashion and individualistic. Zara’sstylish personality appeals to the confident, young target audience.PerformanceMeeting of Customers' Functional NeedsReliability & Durability:As ZARA’s idea is to wear disposable and fashionable design,the quality of clothing is good but less than luxurious brands.Style & Design:ZARA provides the latest design. From designing to sale, the shortesttime only takes ZARA 15 days. Thus, ZARA can always offer modern, latest fashion to attractconsumers who want to be voguish and be unique. As fashion changes every moment, this fastfashion method make sure that ZARA is always ahead of competitors and be the first one toprovide fashionable clothing.Service Effectiveness:ZARA satisfies customers with its fast movement in designingand providing the latest fashion. ZARA also cares lots about consumers’ need. When some
products are not so popular among clients, ZARA would not hesitate to remove these stocks sothat consumers can meet what they love and buy it.Price:The price is low comparing to other luxurious fashion brands. It’s very affordablefor those who want to keep on the latest fashion. With this affordable price, consumers can buyclothing more often instead of spending lots of money on one piece of classic clothing fromluxury brands.