Vorliegende Sprache |
eng |
Hinweise auf parallele Ausgaben |
490410731 Erscheint auch als (Druck-Ausgabe): ‡Fashion branding and communication |
ISBN |
978-1-137-52342-6 |
Name |
Jin, Byoungho ¬[Hrsg.]¬ |
Cedrola, Elena ¬[Hrsg.]¬ |
ANZEIGE DER KETTE |
Cedrola, Elena ¬[Hrsg.]¬ |
T I T E L |
Fashion Branding and Communication |
Zusatz zum Titel |
Core Strategies of European Luxury Brands |
Verlagsort |
New York |
Verlag |
Palgrave Pivot |
Erscheinungsjahr |
2017 |
2017 |
Umfang |
Online-Ressource (XVIII, 188 p. 45 illus, online resource) |
Reihe |
Palgrave Studies in Practice: Global Fashion Brand Management |
Titelhinweis |
Druckausg.ISBN: 978-1-137-52342-6 |
Printed editionISBN: 978-1-137-52342-6 |
Erscheint auch als (Druck-Ausgabe): ‡Fashion branding and communication |
ISBN |
ISBN 978-1-137-52343-3 |
Klassifikation |
KJSM |
KJS |
BUS043000 |
658.8 |
HF5410-5417.5 |
QR 526 |
Kurzbeschreibung |
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 |
2. Kurzbeschreibung |
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 |
1. Schlagwortkette |
Bekleidungsindustrie |
Modebranche |
Markenpolitik |
ANZEIGE DER KETTE |
Bekleidungsindustrie -- Modebranche -- Markenpolitik |
2. Schlagwortkette |
Kleidung |
Luxusgut |
ANZEIGE DER KETTE |
Kleidung -- Luxusgut |
3. Schlagwortkette |
Salvatore Ferragamo |
Prada SpA |
Louis Vuitton Malletier <Paris> |
Markenpolitik |
ANZEIGE DER KETTE |
Salvatore Ferragamo -- Prada SpA -- Louis Vuitton Malletier -- Markenpolitik |
SWB-Titel-Idn |
488879450 |
Signatur |
Springer E-Book |
Bemerkungen |
Elektronischer Volltext - Campuslizenz |
Elektronische Adresse |
$uhttp://dx.doi.org/10.1057/978-1-137-52343-3 |
Internetseite / Link |
Volltext |
Siehe auch |
Cover |