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Fashion Branding and Communication

Core Strategies of European Luxury Brands
 eBook
Sofort lieferbar | Lieferzeit:3-5 Tage I
ISBN-13:
9781137523433
Einband:
eBook
Seiten:
188
Autor:
Byoungho Jin
Serie:
Palgrave Studies in Practice: Global Fashion Brand Management
eBook Typ:
PDF
eBook Format:
PDF
Kopierschutz:
1 - PDF Watermark
Sprache:
Englisch
Beschreibung:

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