Fashion branding and communication : core strategies of European luxury brands

• Other Authors: Jin, Byoungho, (Editor), Cedrola, Elena, 1965- (Editor)
• Format: eBook
• Language: English
• Published: New York, NY, U.S.A. : 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; elektronické knihy; případové studie; electronic books; case studies
• ISBN: 9781137523433; 9781137523426
• Physical Description: 1 online resource : illustrations

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 w...