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Fashion Branding and Communication

Core Strategies of European Luxury Brands

  • Byoungho Jin
  • Elena Cedrola
Book

Table of contents

About this book

Introduction

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.   

Keywords

Art Strategy Luxury Brands Fashion Brand Equity Brand Communication

Editors and affiliations

  • Byoungho Jin
    • 1
  • Elena Cedrola
    • 2
  1. 1.Dept Consumer, App & Retail StudiesUniv of North Carolina Greensboro GreensboroUSA
  2. 2.Department of Economics and LawUniversity of MacerataMacerataItaly

Bibliographic information

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