Building the image of a mid-priced global apparel brand

A conceptual structure of building a worldwide brand image through adaptation to a local market is proposed and empirically studied. Review of the research and structural equation modeling results show that firms are adapting (change) their brand names when the market structure factors measured competitively, the buyer, and the increase in the intensity distribution. When entering a new market, a global brand is trying to correctly and successfully adapt its brand, communication strategy and marketing strategy to the characteristics of the new market. Building a global brand image - a complex of activities with a lot of goals and objectives to create a successful brand with certain values, associations among customers and society at large. Moreover, the study finds that more than a standardized brand name worldwide, higher saving company costs and higher product`s sales as a feeling advertising responsible staff. Furthermore, this study helps to compose recommendations for global apparel brands, which thinks about entering to Russian market. These recommendations will help the new global brands in entering the Russian market to take into account the experience of previous brands, as well as promote to the development of effective adaptation strategies and building image.