Fashion Branding and Communication : Core Strategies of European Luxury Brands / edited by Byoungho Jin, Elena Cedrola

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Resource type: Ressourcentyp: Buch (Online)Book (Online)Language: English Series: Palgrave Studies in Practice: Global Fashion Brand Management | SpringerLink Bücher | Springer eBook Collection Business and ManagementPublisher: New York : Palgrave Pivot, 2017Description: Online-Ressource (XVIII, 188 p. 45 illus, online resource)ISBN:

9781137523433

Subject(s): Additional physical formats: 9781137523426 | Druckausg.: 978-1-137-52342-6 | Printed edition: 9781137523426 | Erscheint auch als: Fashion branding and communication. Druck-Ausgabe. New York, NY : Palgrave Macmillan, 2017. xviii, 188 SeitenRVK: RVK: QR 526LOC classification:

HF5410-5417.5

DOI: DOI: 10.1057/978-1-137-52343-3Online resources:

Summary: 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 managementSummary: 1) Brands as Core Assets: Trends and Challenges of Branding in Fashion Business -- 2) Harmont and Blaine: A Successful Dachshund to Build the Values and Brand Identity -- 3) Salvatore Ferragamo: Brand Heritage as Main Vector of Brand Extension and Internationalization -- 4) Tod's: A Global Multi-Brand Company with a Taste of Tradition -- 5) The Prada Trend: Brand Building at the Intersection of Design, Art, Technology and Retail Experience -- 6) Louis Vuitton: Art-based Strategy to Communicate Exclusivity and PrestigePPN: PPN: 1658372123Package identifier: Produktsigel: ZDB-2-BUM | ZDB-2-SEB | ZDB-2-SXBM

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