Analysis of Brand Communication of CHENONE

Abstract

The brand popularity today plays a vital role in the success of a company. This branding study is based upon qualitative research conducted from various sources and backed by supporting quantitative data.

The objectives of conducting research on this vital Finance and Marketing component are multifold and have been set keeping in mind the changing trends, market behavior and the most effective strategies specifically in Pakistan. While textile sector in Pakistan, as a whole, has not been performing well, some of the companies belonging to the sector are creating history.

CHEONE was a first brand of its own kind in Pakistan. The CHENONE brand emerged in May, 1997 and since its emergence it is controlling a major share of fashion industry.

The most urgent requirement of time is that CHENONE should target the teenagers which contribute a major portion of the population. CHENONE should go for a joint venture with an upcoming brand for teenagers. For maximizing the market share CHENONE should target the lower and middle class by introducing product lines specifically for them.