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.

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Yes, you can access Fashion Branding and Communication by Byoungho Jin, Elena Cedrola, Byoungho Jin,Elena Cedrola in PDF and/or ePUB format, as well as other popular books in Business & Marketing. We have over one million books available in our catalogue for you to explore.

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Fashion Branding and Communication
1 Brands as Core Assets: Trends and Challenges of Branding in Fashion Business
2 Harmont & Blaine: A Successful Dachshund to Build the Values and Brand Identity
3 Salvatore Ferragamo: Brand Heritage as Main Vector of Brand Extension and Internationalization
4 Tod’s: A Global Multi-Brand Company with a Taste of Tradition
5 The Prada Trend: Brand Building at the Intersection of Design, Art, Technology, and Retail Experience
6 Louis Vuitton’s Art-Based Strategy to Communicate Exclusivity and Prestige
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9781351662215,

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