Strategies to Change Brand Association Towards Prada
DOI:
https://doi.org/10.54691/bcpbm.v20i.1059Keywords:
Brand position; Brand awareness; Brand experience; Brand association.Abstract
Prada is a famous Italian luxury brand, which had made itself hit by black nylon bags, and“killer”bags in the past years. In recent years, Prada’s performance declined gradually. The covid-19 led the Chinese to buy luxury products in China instead of in foreign countries. Meanwhile, in the luxury fashion industry, the proportion of younger customers is increasing. The purpose of this study was to explore how to change customers' brand association with Prada. This paper further develops past research on the brand association by adding brand position as an independent variable. Some data analyses were performed using SPSS 23. This research concluded that brand position, brand awareness, and brand experience affect brand association. In addition, brand experience affects brand association the most. Thus, it is useful for Prada to change customers' brand association by changing its brand position through some marketing devices which can also improve brand awareness and enhance the brand experience. This research also refers to some specific advice for Prada in the end.
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