Fashion Branding and Communication Core Strategies of European Luxury Brands

Fashion Branding and Communication Core Strategies of European Luxury Brands / edited by Byoungho Jin, Elena Cedrola.

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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Bibliographic Details
Corporate Author: SpringerLink (Online service)
Other Authors: Jin, Byoungho (Editor), Cedrola, Elena (Editor)
Format: eBook
Language:English
Published: New York : Palgrave Macmillan US : Imprint: Palgrave Pivot, 2017.
Edition:1st ed. 2017.
Series:Palgrave Studies in Practice: Global Fashion Brand Management ,
Springer eBook Collection.
Subjects:
Marketing.
Electronic resources (E-books)
Online Access:Click to view e-book
Holy Cross Note:Loaded electronically.
Electronic access restricted to members of the Holy Cross Community.
Table of Contents:
  • 1) Brands as Core Assets: Trends and Challenges of Branding in Fashion Business
  • 2) Harmont and 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: Art-based Strategy to Communicate Exclusivity and Prestige.   .

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