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

Zara Brand Equity and Brand Positioning - Essay Example As the discussion stresses  from Zara we can identify the broad strategies applied to strengthen the brand being as follows: the marketing mix, its people, short lead times and scarce supply. However, that is not to say that the Zara brand’s 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 permeate 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, product development and others are made use of in supporting the whole organization’s 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 produce 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 variety of products because each store receives new 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.