| 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 |
