Brand Architecture Strategy of Knitwears: An Exploratory Study of the Ludhiana Cluster

Abstract The Ludhiana knitwear industry is one of the biggest clusters of knitwear units in Asia. But it is lacking in consistent high quality image building for both domestic and international markets. An individual company's brand was just an incidental choice without any loyalty attached to it. The conventional insight is that the traditional branding is wounded and dying at the feet of innovative modern branding concepts because of competitive advantages and consistently changing customer needs. The basic branding strategy has revolved around researching consumer attitudes, requests and identifying un-met needs. They are able to come up with modifications to existing products that appeal to different segments or market niches. Finally, they have come through the progression of a new product development, packaging, logo , design, positioning and promoting their product with the help of brand architecture strategy. The present study is an attempt to visualize the various brand architecture strategies followed by knitwear manufacturers of the Ludhiana cluster.