Fashion Branding and Communication
Produktnummer:
18db965525023c4f14bd4da88a48ea935a
| Themengebiete: | Art Strategy Brand Communication Brand Equity Fashion Luxury Brands |
|---|---|
| Veröffentlichungsdatum: | 27.04.2017 |
| EAN: | 9781137523426 |
| Sprache: | Englisch |
| Seitenzahl: | 188 |
| Produktart: | Gebunden |
| Herausgeber: | Cedrola, Elena Jin, Byoungho |
| Verlag: | Palgrave Macmillan US |
| Untertitel: | Core Strategies of European Luxury Brands |
Produktinformationen "Fashion Branding and Communication"
This second volume in the Palgrave Studies in Practice: Global Fashion Management series focuses on core strategies of branding and communication of European luxury and premium brands. Brand is a critical asset many firms strive to establish, maintain, and grow. It is more so for fashion companies when consumers purchase styles, dreams and symbolic images through a brand. The volume starts with an introductory chapter that epitomizes the essence of fashion brand management with a particular emphasis on emerging branding practices, challenges and trends in the fashion industry. The subsequent five cases demonstrate how a family workshop from a small town can grow into a global luxury or premium brand within a relatively short amount of time. Scholars and practitioners in fashion, retail, branding, and international business will learn how companies can establish a strong brand identity through innovative strategies and management.
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