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Více informací o knize Fashion Branding and Communication

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Anotace knihy

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.

Parametry knihy

Zařazení knihy Knihy v angličtině Economics, finance, business & management Industry & industrial studies Service industries

• Plný název: Fashion Branding and Communication
• Podnázev: Core Strategies of European Luxury Brands
• Autor: Byoungho Jin, Elena Cedrola
• Jazyk: Angličtina
• Vazba: Pevná
• Počet stran: 188
• EAN: 9781137523426
• ISBN: 1137523425
• ID: 14623993
• Nakladatelství: Palgrave Macmillan
• Hmotnost: 452 g
• Rozměry: 155 × 218 × 19 mm
• Datum vydání: 27. April 2017

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