Creating and managing a brand requires a brand strategy, the heart of which is the brand identity, which
provides direction, purpose, and meaning for the brand. A brand identity is a set of brand associations that the
firm aspires to create or maintain, an aspirational external brand image. These associations represent what the
brand aspires to stand for and imply a promise to customers from the organization.
It differs from brand image in that it could include elements that are not present in the current image (that your
hotel has a great spa) or even conflict with it (you aspire to have a quality reputation that is superior to the
al media influencers and bloggers to promote their products a lot in their brand. I chose both brands because although their products and consumers may be very different, they still have similarities in the way they work. The purpose of this study is to explore the impact that social media is having on the fashion industry. The reason for my interest in this topic is that I have grown up with the development of social media and have always been very interested in fashion, therefore I wanted to see how the two impacted each other. I will look into any evidence I find to see if there have been many direct effects on the fashion industry. In terms of the range of material that I managed to find, there is several articles and scholarly sources that have looked in to the changes that social media has had on the fashion industry. The data in these sources was collected by theorists and sociologists who have done their own primary research on these social media platforms and have gathered the findings themselves. This is the same for the articles that I found as they had made their own observations on what is on social media. These studies do not all give direct evidence, but all relate to the themes that I am looking into and allow room for assumptions. I explored the main themes that I identified when doing my research: marketing and social media, body image and bloggers which can all relate to the impact that social media has had on the fashion industry. The evidence that I found in these sources coincides well with what I found when doing my own investigation of social media and different brands profiles. The only limitations that some of the evidence may have are that they are based on personal opinion rather than fact. For further research I would like to find more figures to solidify and confirm the findings about social media. CHAPTER ONE: Social Media. Instagram is one of the most used and influential social media platforms in everyday life and in the fashion industry. It is an app where people can upload their own pictures a>GET ANSWER