The power of branding : creating a brand and designing an iconic coat by respecting its brand identity

One of the ideas and hopes as a designer throughout our careers is to hit that one great idea will change the world. And one thing we always ask ourselves is how do I do that? We ponder for as long as we can on how to implement our idea into people’s lives which got me thinking. What makes a design so iconic? 
 In spite of the long trajectory some businesses of the fashion industry could have, nowadays, there are a lot of brands without a well-established positioning in the mind of the consumer due to the incoherence between the brand’s identity and image. Most of the times it's hard to match both of them, so the purpose of the thesis is to design the iconic coat based on the brand's predefined core attributes and to communicate them to be well perceived by the consumer. Those attributes will be represented through the fundamentals of design, creating recognizable elements in the garments to out stand its identity. 
In addition to designing a collection of an iconic coat, the message communicated through the collection’s look-book will be evaluated by conducting a survey. The results of the survey will help to analyze the level of customer satisfaction, whether the desired brand's identity to portray is conceived the right way or not, revealing the importance of both in a business. 
For the survey, it will be chosen a good-sized sample of customers with the objective to point out the similarities as well as differences between these two and thus come up with solutions to resolve likely misunderstandings. The sample will consist on reaching a diverse group of respondents with knowledge on the design field as well as people barely related to it, in order to get a notable overview of the brand image perception without distorting by the high level of knowledge.