Fashion branding and communication : core strategies of European luxury brands

• Other Authors: Jin, Byoungho (Editor), Cedrola, Elena, 1965- (Editor)
• Format: Electronic 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
• Access: Plný text je dostupný pouze z IP adres počítačů Univerzity Tomáše Bati ve Zlíně nebo vzdáleným přístupem pro zaměstnance a studenty

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.- Resumé vydavatel