N E R A L P R O B L E M S I N T H

The constantly changing market poses new challenges to clothing enterprises, and the clients ’ demands are also con-tinually rising, and so it is necessary every now and again to offer them a higher added value. This added value is a properly planned brand strategy, the so-called branding [1]. Firms without any distinct features, without a clear vision or specific mission, or without permanent values, will sink in the mass of messages hitting the market. Thus it is necessary to launch actions not only directed to distinguish a given brand from the competitors, but also t