Financial Value Creation by Micro Designer Fashion Enterprises by Using Brand Identity as a Strategic Resource, An Exploratory Study in The Indian Market

Abstract

An exploratory study in the growing fashion-design industry in India, the study focuses on Micro enterprises. The research examines brand identity as a potential strategic resource for these enterprises and how it can maximise financial value creation. The relationship between brand identity and financial value creation is a highly topical subject and is entirely unexplored in the context of Indian Micro designer fashion enterprises. Results show that the brand identity of a Micro designer fashion enterprise becomes a strategic resource for the firm by becoming its core competence, unique selling proposition, and source of differentiation and competitive advantage in the market. The Brand Identity interacts with the target customer segment to create brand equity, leading to increased customer retention, sales, and premium market positioning. All this contributes to increased profitability and creates financial value for the firm. Keywords: brand identity, brand orientation, India fashion designer, Resource-based View, financial value DOI: 10.7176/EJBM/14-12-05 Publication date: June 30 th 2022