Fashion branding and communication : core strategies of European luxury brands

• 其他作者：
  • Jin, Byoungho, editor.
  • Cedrola, Elena, editor.
  • SpringerLink (Online service)
• 其他題名：
  • Palgrave studies in practice: global fashion brand management.
• 出版： New York : Palgrave Macmillan US :Imprint: Palgrave Pivot
• 叢書名： Palgrave studies in practice: global fashion brand management
• 主題： Branding (Marketing)--Europe. , Fashion merchandising--Europe. , Luxury goods industry--Europe. , Business and Management. , Marketing.
• ISBN： 9781137523433 (electronic bk.) 、 9781137523426 (paper)
• FIND@SFXID: CGU
• 資料類型: 電子書
• 內容註: 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.
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• 摘要註: 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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