Brand management that creates value to customer: the case of Zara brand

Abstract

The aim of the master paper is to provide recommendations for the brand management that creates value to customers in the case of Zara brand. The work consists of three main parts – the theoretical, the analytical and practical. The first part of this work overviews theoretical aspects of brand management that creates value to customers. In this part, the definition of brand management, brand value to components, brand management process creating customer value, management of global brands. The second part of the master paper devotes to the empirical research of Zara brand management, the research is carried to the creating value to the customers and doing the research methodology, presenting the Zara brand, empirical research results, results of qualitative analysis, results of customer survey and concluding notes on empirical research results. The third part of recommendations for Zara brand management to aid the value creation for the customers of Zara brand.