Click Here to Download: https://ouo.io/dKsOPl Fashion Branding and Communication Core Strategies of European Luxury Brands By: Byoungho Jin Publisher: Palgrave Pivot Print ISBN: 9781137523426, 1137523425 eText ISBN: 9781137523433, 1137523433 Copyright year: 2017 Format: PDF Available from $ 54.99 USD SKU 9781137523433 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.
