The Effectiveness of a Training Program in Building Trademarks for Fashion Marketing in light of Intellectual Property Rights Protection

Saudi Arabia has promising opportunities to support Vision 2030 by developing the fashion sector, relying on the local market and its strategic location. The sector’s sensitivity to external factors emphasizes the importance of marketing strategies and branding in establishing a strong market foundation, highlighting the need to protect intellectual property rights and regulate competition. This study aims to equip female fashion designers with knowledge and skills in brand building and fashion marketing, while raising awareness of the importance of intellectual property protection through a training program. The validity of the program was evaluated by experts, and its effectiveness and trainees’ attitudes were measured. The results showed a 96.83% agreement among experts on the program’s validity, indicating good alignment between content and training goals. Significant differences were found between pre- and post-tests at the 0.01 level, demonstrating the program’s effectiveness in enhancing cognitive and practical performance. The program helped trainees strengthen their understanding of branding, including identifying brand values and personality, and acquiring hands-on skills in designing visual identity, with a 100% agreement rate. The program also improved fashion marketing skills, such as market and competitor analysis, consumer behavior understanding, and creating marketing and promotional strategies, with a 96.43% approval rate. Additionally, it increased awareness of various intellectual property fields and the importance of protecting fashion designs and trademarks, reaching 100% agreement in most areas and 96.43% in others. Overall, attitudes toward the program were positive, with a satisfaction rate of 99.63%, confirming its success in achieving its objectives.