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 companies w...
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| Other Authors: | , |
|---|---|
| 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: | |
| ISBN: | 9781137523433 9781137523426 |
| Physical Description: | 1 online resource : illustrations |
Cover
Table of contents
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| 245 | 0 | 0 | |a Fashion branding and communication : |b core strategies of European luxury brands / |c Byoungho Jin, Elena Cedrola, editors. |
| 264 | 1 | |a New York, NY, U.S.A. : |b Palgrave Macmillan, |c [2017] | |
| 264 | 4 | |c ©2017 | |
| 300 | |a 1 online resource : |b illustrations | ||
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| 490 | 1 | |a Palgrave pivot | |
| 490 | 1 | |a Palgrave studies in practice : global fashion brand management | |
| 504 | |a Includes bibliographical references and index. | ||
| 506 | |a Plný text je dostupný pouze z IP adres počítačů Univerzity Tomáše Bati ve Zlíně nebo vzdáleným přístupem pro zaměstnance a studenty | ||
| 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.- Resumé vydavatel | ||
| 590 | |a SpringerLink |b Springer Complete eBooks | ||
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| 650 | 0 | 7 | |a řízení značky |z Evropa |2 czenas |7 ph205089 |
| 650 | 0 | 7 | |a móda |z Evropa |2 czenas |7 ph123136 |
| 650 | 0 | 7 | |a luxusní zboží |z Evropa |2 czenas |7 ph241125 |
| 650 | 0 | 7 | |a marketing |2 czenas |7 ph115227 |
| 650 | 0 | 9 | |a brand name products |z Europe |2 eczenas |
| 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 |
| 655 | 7 | |a elektronické knihy |7 fd186907 |2 czenas | |
| 655 | 7 | |a případové studie |7 fd133208 |2 czenas | |
| 655 | 9 | |a electronic books |2 eczenas | |
| 655 | 9 | |a case studies |2 eczenas | |
| 700 | 1 | |a Jin, Byoungho, |e editor. | |
| 700 | 1 | |a Cedrola, Elena, |d 1965- |e editor. | |
| 776 | 0 | 8 | |i Print version: |a Jin, Byoungho. |t Fashion Branding and Communication : Core Strategies of European Luxury Brands. |d New York : Palgrave Macmillan US, ©2017 |z 9781137523426 |
| 830 | 0 | |a Palgrave pivot. | |
| 830 | 0 | |a Palgrave studies in practice. |p Global fashion brand management. | |
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