The Importance of Brand Positioning

The House of Balenciaga is a fashion brand that specializes in designer/high end clothing.

Balenciaga’s brand mission is to create luxury clothes that are worn as such and taken care of like a the investment they are. They do not want their clothing to be mothballed or abused in any form. They want their products to be appealing and never lose the integrity they’ve formed. “The House of Balenciaga” a name many know and recognize. Their name reflects their brand mission by sounding high end even in the name. For example, you never see such extravagant names tagged onto brand that are sold in Walmart. The logo is modern and reflects minimalism. While this is not always true to the brand I think they made this design choice so that they could place this label anywhere on their clothing. Part of wearing luxury clothing for some is that everyone knows you’re wearing it. There’s also no mistaking the logo for another brand. Sometimes more is less. If as a brand you can successfully advertise who you are and place yourself above the competition then you will be more appealing to consumers and stand out. But, if you fail to do this and lack in certain areas it’s normal for the company to fall behind and blend in with other failures.

To fully develop their brand name one thing Balenciaga would have to do early on is to decide their target audience and who they want to see wearing their product. This is important because if you are trying to sell high end clothing with a lackluster name to high end people, they won’t be intrigued or impressed. Developing a brand mission statement is another step that’s important in developing a brand name. If the name doesn’t match the mission then consumers will be confused as to what you’re trying to do.

Cites:

Balenciaga. (2019.) Balenciaga. Retrieved from: http://www.balenciaga.com

Fox, Imogen. (2016.) “Balenciaga gets the Vetements treatment.” Retrieved from: https://www.theguardian.com/fashion/fashion-blog/2016/jun/22/ikea-chic-and-talking-heads-suits-balenciaga-gets-the-vetements-treatment