| Titre : | Fashion branding and communication : core strategies of European luxury brands |
| Auteurs : | Byoungho JIN, Auteur ; Elena CEDROLA, Éditeur scientifique |
| Type de document : | Document électronique |
| Editeur : | Palgrave Macmillan, 2017 |
| Collection : | Palgrave studies in practice |
| ISBN/ISSN/EAN : | 978-1-137-52342-6 |
| Format : | XVIII, 188 p. / pdf |
| Langues: | Anglais |
| Index. décimale : | 735.1 (Marketing thématique) |
| Catégories : |
Thésaurus du Management INDUSTRIE DU LUXE SECTEUR ; MARKETING STRATEGIQUE ; MARQUE ; MODE |
| Résumé : | 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. (source Dawsonenter) |
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