Brand Reputation: A Strategic Resource in Fashion Brand Strategy

Chinese fashion companies face fiercer competition than before, because of the development of global market. Chinese fashion industry is creating brands of its own to achieve value and advantage. Building strong brands and implementing proper brand strategies can help fashion companies survive in global competitive market. In strategic management, the resource-based view has become a major area of research. Companies' resources generate sustained competitive advantage. This article discusses, examines and proves that brand reputation is an important strategic resource and it can help fashion companies to pursue and maintain sustained competitive advantages.