Corporate Branding in the Ready-Made Garments Industry

Abstract

Corporate branding is the nucleus of an organization. However, there is a lack of research in the apparel industry in the context of Bangladesh, where more than 80% of foreign revenue originates. Therefore, this study aims to investigate corporate branding and performance in the apparel industry. Following the constructivist paradigm, the study applied a qualitative research strategy and a case study research design. Two managers were interviewed, and eight customers were surveyed via Microsoft Forms and Teams. The study analyzed the collected data to gain knowledge of corporate branding.

The research findings illustrate that corporate branding means customers perceive beliefs, perceptions, and trust. It is a long-term relationship focused on emotional connection, creating value, and experiences. It also includes the internal and external success of an organization. Corporate brand building depends on customer satisfaction, quality products and services, a positive brand image, employee engagement, eco-friendly practices, and fostering loyal customers. A strong corporate brand ultimately attracts customers to become loyal, which consequently leads to recommendations through word of mouth and increased sales growth and market share. The research demonstrates that corporate brand building and performance in the apparel industry align with Kevin Keller's theory of brand management.

The study suggests that the apparel industry must focus on its internal and external branding to enhance corporate branding, including employee engagement, personalized customer service, transparency to build trust, and eco-friendly practices. The government should also develop all the necessary infrastructure to assist the corporate brand-building process.