Invisible Branding : Creating brand value from invisibility

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AbstractProblem: Branded products can be seen everywhere around us at all time, and is a way of communication for the buyer of the product But, what if one cannot build a brand based on visibility, an example is underwear, then how is it possible to create a brand and add value to it? Is it actually feasible to create a strong brand when not leveraging upon visibility? The organization Stargate Brand Group and its brand Frank Dandy Superwear have been used in order to obtain a deeper understanding around the topic.Purpose: The purpose of this thesis is to research how to create brand value for an invisible brand within the fashion industry.Method: To help fulfill the purpose a qualitative approach has been used. Personal interview with the CEO of Stargate Brand Group, telephone interviews with 20 fashion retailers combined with focus groups consisting of potential underwear buyers. The authors believe this approach helped to understand customer behaviour, branding techniques and how to create a brand value from an invisible branded product.Result: The most important elements in order to create brand value for an invisible brand are quality and perceived quality. To become a successful underwear brand, since that is the invisible brand that the authors choose to focus upon, quality must be highly emphasized, and offering a high quality product is one way of creating brand value to customers.The overall understanding of invisible products and brands is that they are bought primarily to fulfill the customer’s need of feeling comfortable...