Fashion Industry

The word brand became synonym for something good at the end of 20th century. The simplest definition of a brand is an expression that products and services of high quality are called, and according to wider definition, concept of a brand becomes synonym of the highest universal value due to globalisation and fast society development. The word brand was used daily, and some brands have become more powerful than some worlds countries, because a good brand brought big income. To create a good brand and manage it during its lifetime is not a process conducted over night but it takes years, decades and sometimes, even centuries.

Most people unquestionably have their favourite brands. Those brands unquestionably evoke different emotions within people as well. If the emotions are positive, brand has greater chances to become popular. Brand has certain attributes (characteristics), it has personality, and it has its own self. It offers promises, guarantees value and quality. Human characteristics can be assigned to brands (brand personality), so they can be described with attributes used for describing people. If it is assumed that attributes can be assigned to the dear persons, then it is possible to apply on brands. Researches regarding brands' attributes experience in modern industry evoked within the consumers are presented in this paper, and some brand's attributes among twenty of them are highly ranked such as: useful, urban, practical, creative and global.