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Fashion Branding and Communication: Core Strategies of European Luxury Brands 1st Edition Byoungho Jin

Name: Fashion Branding and Communication: Core Strategies of European Luxury Brands 1st Edition Byoungho Jin
SKU: EB-5887346
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Fashion Branding and Communication: Core Strategies of European Luxury Brands 1st Edition Byoungho Jin Digital Instant Download

Author(s): Byoungho Jin, Elena Cedrola (eds.)

ISBN(s): 9781137523426, 9781137523433, 1137523425, 1137523433

Edition: 1

File Details: PDF, 10.39 MB

Year: 2017

Language: English

SKU: EB-5887346 Category: Business & Economics Tags: Byoungho Jin, Elena Cedrola (eds.)

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Product details:

ISBN-10 ‏ : ‎ 1137523425
ISBN-13 ‏ : ‎ 978-1137523426
Author: Byoungho Jin (Editor), Elena Cedrola (Editor)

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.

Table of contents:

1 Brands as Core Assets: Trends and Challenges of Branding in Fashion Business

2 Harmont & 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 Experie

6 Louis Vuitton’s Art-Based Strategy to Communicate Exclusivity and Prestige

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