| 书目名称 | Fashion Branding and Communication |
| 副标题 | Core Strategies of E |
| 编辑 | Byoungho Jin,Elena Cedrola |
| 视频video | http://file.papertrans.cn/342/341234/341234.mp4 |
| 概述 | This volume examines the brand and communication strategies of European luxury brands..The authors present expert analysis of brand management while discussing the trends and challenges in the fashion |
| 丛书名称 | Palgrave Studies in Practice: Global Fashion Brand Management |
| 图书封面 |  |
| 描述 | 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. . |
| 出版日期 | Book 2017 |
| 关键词 | Art Strategy; Luxury Brands; Fashion; Brand Equity; Brand Communication |
| 版次 | 1 |
| doi | https://doi.org/10.1057/978-1-137-52343-3 |
| isbn_ebook | 978-1-137-52343-3Series ISSN 2523-3505 Series E-ISSN 2523-3513 |
| issn_series | 2523-3505 |
| copyright | The Editor(s) (if applicable) and The Author(s) 2017 |
|Archiver|手机版|小黑屋|
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