Fashion branding and communication : core strategies of European luxury brands / Byoungho Jin, Elena Cedrola, editors

Livre

Edited by Palgrave Macmillan - 2017

"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"--Page 4 of cover

Autres documents dans la collection «Palgrave studies in practice»Autres documents dans la collection «Palgrave Pivot»

Vérification des exemplaires disponibles ...

Se procurer le document

Vérification des exemplaires disponibles ...

Suggestions

Du même sujet

Brands and branding / Rita Clifton and John Simmons et al.

Livre | Clifton, Rita. Auteur | 2003

Luxury and fashion marketing : the global perspective / Satyendra Singh

Livre | Singh, Satyendra. Auteur | 2021

The globalization of the world’s markets has forced luxury brands to, in turn, become global and accessible in many developing countries and emerging markets. As a result, the demand for these luxury products has increased globall...

Clivages et familles politiques en Europe / Daniel-Louis Seiler

Livre | Seiler, Daniel-Louis (1943-....). Auteur | 2011

Histoire de l'idée d'Europe / Federico Chabod

Livre | Chabod, Federico (1901-1960). Auteur | 2014

La grande migration et l'Europe / Raffaele Simone

Livre | Simone, Raffaele (1944-....). Auteur | 2021

La Grande Migration est, pour l'auteur, la phase culminante d'un transfert de population vers l'Europe commencé au lendemain de la Seconde Guerre mondiale, et qui s'est développé en plusieurs vagues. La dernière, la plus important...

Droit des affaires appliqué au monde de la santé : droit, santé et numériqu...

Livre | Espesson-Vergeat, Béatrice (19..-....). Directeur de publication | 2021

Placé au cœur des politiques de santé nationales et européennes, le numérique, entendu au sens large, est devenu un facteur de progrès accéléré dans le secteur de la santé. Il permet une amélioration des performances des industrie...

Chargement des enrichissements...