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WFO team of branding experts assess the WFO, its special purpose parent group and project company brands to determine the most effective and productive way to integrate the brands of World Fashion to optimize the mutual value. The Brand Integration Strategy includes development of the recommended brand structure, hierarchy and naming conventions at all corporate and product levels.

There are some brand integration options at the corporate level to be considered. WFO evaluates the brand assessment findings and future state vision to determine the ideal Brand Integration Strategy for the World Fashion projects. WFO has been developing a methodology to help the members to determine what brand elements to keep, what to discard, what to blend and what to create as new.

During the Brand Integration process, WFO puts the member at the center of its analysis. WFO begin by understanding member profitability by segment and identifying which project the members will likely look for. This requires comprehensive evaluation of how well the brand in the portfolio compares to its key competitors in meeting the needs and preferences of the members. By developing a comprehensive view of such issues as current and emerging fashion marketplace dynamics, member preference drivers and perceptions of brand equity, WFO can help its members make important decisions about how to structure and manage the World Fashion brand portfolio. 

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