关键词: 服装品牌, 品牌关系, 消费价值观, 管理模型

Abstract: Personalized consumption become a mainstream consumption culture in clothing consumer market, the dimensions of brand relationship is based on consumption values which is the core content of customer relationship, there is a new direction of the marketing management today is that establish clothing brand relationship management model driven by consumption values; the establishment of a strong brand: need to experience a cycle management process that from search for the consumption values of target customers to structure the conceptualize brand. from production to transmission brand value that assignment again, from the breakthrough the barriers of brand information transmission to brand awareness, and from brand select status to brand diagnosis then back to the conceptualize. Empirical research data show that under the condition of resource constraints, the more fitting that maintaining relationships between brand value supply structure of consumer awareness and appeal structure of consumption values, the more effective management, the brand will be more strong.

Key words: clothing brand, brand relationship, consumption value, management model