Brand image and association: A distinguished expression of corporate coherence

Brand image signifies what the brand stands for. It differentiates and gives a current view of the brand as a unique bundle of associations within the minds of target customers. It also positions brands, creates positive attitudes and feelings among the customers and suggests attributes or benefits of purchasing or using a specific brand product. This study explores the factors contributing towards the enhancement of apparel brand image.The study was conducted in two phases starting with a market survey providing information from different branded outlets regarding the availability of the female brands under selected garment categories. Next phase included a consumer survey of 200 working women of Chandigarh, earning Rs 37000 – 57000 per month belonging to the age-group of 25–35 years. The respondents were randomly selected from four professional categories i.e. banking, teaching, administrative/I.T. and medical. The research revealed that majority of working women positively perceived the brands endorsed by their favorite celebrities, who make them very initiated and interested in fashion. They were also heavily influenced by other women's opinions throughout their purchasing voyage. It was revealed that positive brand image or associations gets developed in their minds if the branded product was durable, affordable and desirable. Endorsements of apparel brands by classy screen stars had more influence on the brand's perceived image. The research explores the distinct factors contributing towards the creation of the positive image of a particular brand, which could further help in devising new strategies to increase the sales revenue.