Fashion branding and communication : core strategies of European luxury brands

"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 compa...

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Bibliographic Details
Other Authors: Jin, Byoungho (Editor), Cedrola, Elena, 1965- (Editor)
Format: Book
Language: English
Published: New York : Palgrave Macmillan, [2017]
Series: Palgrave pivot
Palgrave studies in practice: global fashion brand management
Subjects:
obchodní značky > Evropa
řízení značky > Evropa
móda > Evropa
luxusní zboží > Evropa
marketing
brand name products > Europe
brand management > Europe
fashion > Europe
luxuries > Europe
případové studie
case studies
ISBN: 9781137523426
978-1-137-52343-3
Physical Description: xviii, 186 stran : ilustrace ; 22 cm

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Table of contents

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520 |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"--Zadní strana obálky 
650 0 7 |a obchodní značky  |7 ph166532  |z Evropa  |2 czenas 
650 0 7 |a řízení značky  |7 ph205089  |z Evropa  |2 czenas 
650 0 7 |a móda  |7 ph123136  |z Evropa  |2 czenas 
650 0 7 |a luxusní zboží  |7 ph241125  |z Evropa  |2 czenas 
650 0 7 |a marketing  |7 ph115227  |2 czenas 
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650 0 9 |a brand management  |z Europe  |2 eczenas 
650 0 9 |a fashion  |z Europe  |2 eczenas 
650 0 9 |a luxuries  |z Europe  |2 eczenas 
650 0 9 |a marketing  |2 eczenas 
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655 9 |a case studies  |2 eczenas 
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