Research On The Evaluation System Of Clothing Brand Image

With the development of market and the forming of consumer's brand consuming consciousness, as producer, the key leading to success is construction of integral brand image and popularization rather than the product itself. Therefore, it would be important that how to build brand image successfully, and assess whether it would be accepted by consumer objectively. The evaluation system of brand image can be used to classify and quantify the integral brand image. And it will help producer to know the effect of marketing strategy correctly. Furthermore, the advantages and disadvantages can be obtained by comparing with other brands, and the effective measure can be taken to strengthen the characters of brand image.Based on the brand image's definition, brand image's forming process, brand equity,corporate identity system, brand identity system, consumer behavior, consumer satisfaction, clothing experiential marketing, and characters of clothing marketing, the evaluation system of clothing brand image was developed in this paper. And the weight distribution of each hierarchy was obtained by FAHP (Fuzzy Analytic Hierarchy Process) and expert inquiry.The clothing brands which belong to same grade were chose to evaluate clothing brand image by using ranking method and the evaluation system presented in this paper to test the feasibility of the evaluation system of clothing brand image. The result showed that the evaluated result obtained by using evaluation system of clothing brand image was consistent with that obtained by ranking method. Hence, the evaluation system of clothing brand image was feasible.In order to apply it easily, the simplified evaluation system of clothing brand image was developed based on correlation analysis. The simplified evaluation system was tested. The result showed that the simplified evaluation system of clothing brand image was feasible.The interface of the evaluation system of clothing brand image for women's wears was designed by using C# language. It can be used online to investigate the clothing brand image, and promote the brand image.Furthermore, the evaluation system of clothing brand image not only can be used to evaluate the women's wears, but also can be used to estimate other clothing brand image.