2.-Empirical framework

The empirical section contains the field research work that focuses on primary sources through qualitative methodologies.

We talk about in-depth interviews with experts in communication, branding and fashion.

The research areas of the in-depth interviews correspond to the three areas that have been worked on in the theoretical framework.

Thus, the approach that has been applied is as follows:  

1.- The brand and the brand image construction processes.

This section of the interviews is dedicated to knowing the opinions of the interviewees on brand and branding.

https://failfake.com/pl/

The areas of interest covered by the script are as follows: