Building a fashionable brand image
A Dr Martens case study

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Page 6: Conclusion

Dr Martens 4 Image 7Modern organisations need to look outwards to the communities in which they operate to find the best ways of building effective relationships to create more value for all concerned. As a company with a strong orientation to the youth and fashion market, Dr. Martens has chosen to focus its brand building on projects with which young people can identify. These projects include theatre productions and music festivals and have been particularly successful - not only strengthening the Dr. Martens brand but also, in the case of the theatre productions, helping raise money for charity.

Dr Martens | Building a fashionable brand image