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Fashion branding and communicationco...

Cedrola, Elena.

Fashion branding and communicationcore strategies of European luxury brands /

Record Type:	Electronic resources : Monograph/item
Title/Author:	Fashion branding and communicationedited by Byoungho Jin, Elena Cedrola.
Reminder of title:	core strategies of European luxury brands /
other author:	Jin, Byoungho.
Published:	New York :Palgrave Macmillan US :2017.
Description:	xviii, 188 p. :ill., digital ;24 cm.
Contained By:	Springer eBooks
Subject:	Branding (Marketing)Europe.
Online resource:	http://dx.doi.org/10.1057/978-1-137-52343-3
ISBN:	9781137523433$q(electronic bk.)

Fashion branding and communicationcore strategies of European luxury brands /
Fashion branding and communicationcore strategies of European luxury brands /[electronic resource] :edited by Byoungho Jin, Elena Cedrola. - New York :Palgrave Macmillan US :2017. - xviii, 188 p. :ill., digital ;24 cm. - Palgrave studies in practice: global fashion brand management. - Palgrave studies in practice: global fashion brand management..

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 Prestige.

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.

ISBN: 9781137523433$q(electronic bk.)

Standard No.: 10.1057/978-1-137-52343-3doiSubjects--Topical Terms:

779310
Branding (Marketing)
--Europe.

LC Class. No.: HD9940.E82 / F37 2017

Dewey Class. No.: 687.0688

Fashion branding and communicationcore strategies of European luxury brands /
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505 0 $a 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 Prestige.
520 $a 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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