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Über dieses Buch

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.

Inhaltsverzeichnis

Frontmatter

2017 | OriginalPaper | Buchkapitel

1. Brands as Core Assets: Trends and Challenges of Branding in Fashion Business

Byoungho Jin, Elena Cedrola

2017 | OriginalPaper | Buchkapitel

2. Harmont & Blaine: A Successful Dachshund to Build the Values and Brand Identity

Maria Colurcio, Monia Melia

2017 | OriginalPaper | Buchkapitel

3. Salvatore Ferragamo: Brand Heritage as Main Vector of Brand Extension and Internationalization

Maria Carmela Ostillio, Sarah Ghaddar

2017 | OriginalPaper | Buchkapitel

4. Tod’s: A Global Multi-Brand Company with a Taste of Tradition

Maria Carmela Ostillio, Sarah Ghaddar

2017 | OriginalPaper | Buchkapitel

5. The Prada Trend: Brand Building at the Intersection of Design, Art, Technology, and Retail Experience

Stefania Masè, Ksenia Silchenko

2017 | OriginalPaper | Buchkapitel

6. Louis Vuitton’s Art-Based Strategy to Communicate Exclusivity and Prestige

Stefania Masè, Elena Cedrola

Backmatter

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