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Full Description
This second volume in the Palgrave Studies in PracticeManagement 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.
Contents
Chapter 1. Brands as Core AssetsFashion BusinessByoungho Jin & Elena CedrolaChapter 2. Harmont & Blaine: A Successful Dachshund to Build the Values and Brand IdentityMaria Colurcio & Monia MeliaChapter 3. Salvatore Ferragamo: Brand Heritage as Main Vector of Brand Extension and InternationalizationMaria Carmela Ostillio & Sarah GhaddarChapter 4. Tod's: A Global Multi-Brand Company with a Taste of TraditionMaria Carmela Ostillio & Sarah GhaddarChapter 5. The Prada Trend: Brand Building at the Intersection of Design, Art, Technology and Retail Experience< Stefania Mase & Ksenia SilchenkoChapter 6. Louis Vuitton's Art-based Strategy to Communicate Exclusivity and PrestigeStefania Mase & Elena Cedrola
