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03089nam a22004575i 4500 |
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978-1-137-52343-3 |
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DE-He213 |
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20171102021154.0 |
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cr nn 008mamaa |
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170426s2017 xxu| s |||| 0|eng d |
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|a 9781137523433
|9 978-1-137-52343-3
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|a 10.1057/978-1-137-52343-3
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|a Fashion Branding and Communication
|h [electronic resource] :
|b Core Strategies of European Luxury Brands /
|c edited by Byoungho Jin, Elena Cedrola.
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|a New York :
|b Palgrave Macmillan US :
|b Imprint: Palgrave Pivot,
|c 2017.
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| 300 |
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|a XVIII, 188 p. 45 illus.
|b online resource.
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|a text
|b txt
|2 rdacontent
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|a computer
|b c
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|a online resource
|b cr
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|a text file
|b PDF
|2 rda
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|a Palgrave Studies in Practice: Global Fashion Brand Management
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|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. .
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|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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|a Business.
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|a Marketing.
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| 650 |
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|a Business and Management.
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| 650 |
2 |
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|a Marketing.
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| 700 |
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|a Jin, Byoungho.
|e editor.
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| 700 |
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|a Cedrola, Elena.
|e editor.
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| 710 |
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|a SpringerLink (Online service)
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|t Springer eBooks
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|i Printed edition:
|z 9781137523426
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| 830 |
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|a Palgrave Studies in Practice: Global Fashion Brand Management
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| 856 |
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|u http://dx.doi.org/10.1057/978-1-137-52343-3
|z Full Text via HEAL-Link
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| 912 |
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|a ZDB-2-BUM
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| 950 |
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|a Business and Management (Springer-41169)
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