..., we start with a review of the literature that covers the main concepts of strategy and brand equity in fashion markets. The methodology is explained below, followed by the results. Lastly, we highlight the main conclusions resulting from the study. The value chain of the textile‐clothing...

... 2003 Brand equity Intangible assets Value chain Financial performance Customers Brand awareness. A major goal of brand management is developing and maintaining brand awareness because of the impact of awareness on consumer decision making and overall effect on firm values...