Passions

To be in an industry and to be successful in that industry, is to have passion. Passion is very important to have in a career because it is what drives someone to wake up every single day to "clock-in." My passion has always been for fashion. I am not into research, accounting principles, or white-collared institutions. Fashion for me is all about color, and creativity. Color is not only for colour palettes and trends, it is also for the variety of individuals fashion has reached. Creativity is for the clothes that designers from the past have created that professionals today refer to for inspiration. Before I attended college, I believed that fashion involved only designing and dressing people. Now that I am aware and educated of what the industry truly entails, my passion for fashion has grown.

When people are passionate about particular brands there is an emotional connection that goes beyond the appreciation of the product or service. The attachment could be triggered for a number of reasons: there may be a status associated with the brand; the person may be attracted by design or form; it may give a brilliant service, or a simple, functional, practical use that makes the person connect with the brand.

 As more human values and identities come to the forefront, the value of a brand will be measured on its engagement with the audience. This means that audiences will actively participate in the evolution and development of emerging brand identities.

Managing a brand also requires measuring the reputation of that brand both within the organization and externally, as well as managing and protecting the brand identity to prevent dilution or inconsistency. Those responsible for the brand need to be fully aware of the brand perception, the marketplace, the competition, wider trends and social influences, and the ever-changing relationship with the consumer and other audiences.
Davis, M., and Baldwin, J. (2006). More Than a Name: An Introduction to Branding. AVA Publishing