Zara Brand Equity and Brand Positioning Essay Example | Topics and Well Written Essays - 1500 words

Zara Brand Equity and Brand Positioning - Essay ExampleAs the discussion stressesfrom Zara we can identify the broad strategies applied to strengthen the brand being as follows the marketing potpourri, its people, short lead times and scarce supply. However, that is non to say that the Zara brands success lay solely on the mentioned factors. The organization as a whole has been able to clearly-define its brand values and allowed them to perk up throughout the entire organization. Zara has a distinct ownership for management of the brand right from the top management level. This has meant that critical activities such as sales, operations, customer service, overlap development and others are made use of in supporting the whole organizations strategic management process.From this paper it is clear that the marketing mix is represented by product, price, place and promotion. With regards to product, the Zara strategy has been to anticipate the latest fashion in apparel and to produc e them before other competitors. Secondly, the garments are manufactured to be non-durable so as to prompt the consumer not to store them in their wardrobes but to wear them and to visit Zara shops frequently for replenishment. Thirdly, the company ensures that its stores have a wide alteration of products because each store receives new(a) products at least twice per week. Clothes that have low demand are quickly spotted, removed and replaced by new trendier designs such that customers are always spoilt for choice.