Superdry Essay

Superdry is a famous retail brand in fashion industry. Although it is a brand that is originally from the UK, it incorporates the idea of Japanese fashion by designing its logo in Japanese characters ("A Brand Case Study: The Superdry Appeal"). It also utilizes its brand name to express the meaning of staying dry in humid weather, which is considered as incorporating the idea of high-technology design. Due to the fact that international consumers usually perceive products that are made in Japan as high-quality and trustworthy, it has a positive brand image toward the brand. When consumers saw the Japanese characters on the clothings, they are automatically attracted to it because they regard it as cool and decent. Furthermore, a lot of consumers

When the consistency of the information is built, the credibility of the brand becomes higher (Bengtsson, Bardhi and Venkatraman, 2010). It is suggested that asymmetric information leads to consumer uncertainty, which would therefore have a negative impact on brand image (Erdem and Swait, 1998, p. 138). Accordingly, consistency of the information has become a key factor that leads to the successfulness of a global brand since it reduces the uncertainty and the thinking process time of consumers (Lee et al., 2007). Several effects have been found regarding to standardization of a brand (Erdem and Swait, 1998, p. 138). Marketers will have a better control of the brand if the brand meaning has been consistent over the time (Erdem and Swait, 1998, p. 138). First of all, it increases brand equity, which would therefore improve consumer’s brand awareness (Erdem and Swait, 1998, p. 138). Second, it would reduce consumers’ uncertainty of the brand, which would thus increase the reliability of the brand and brand loyalty (Erdem and Swait, 1998, p. 138). Third, it greatly reduces the conflict of consumers’ cognitive structures, which would lead them to trust more on the brand (Erdem and Swait, 1998, p.