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Description
Fashion Branding Unraveled introduces and explains the concept of brand and the process of brand development. The book clarifies misconceptions, introduces new concepts, and proposes a step-by-step roadmap for developing an effective brand, all within the context of the fashion industry. Using an easy-to-understand approach, relevant examples, and case studies, it applies the theories and concepts covered, such as "mass customization" and "M-branding," to a variety of industry segments, from luxury brands to private labels. The book includes an examination of the latest technologies, their applications, and-most important-their effects on the future of branding.
Table of Contents
1. The Brand and Branding
Defining the Brand
The Branding Process Phase One: The Brand Decision and Positioning
The Branding Process Phase Two: Communicating, Launching and Evaluating the Brand
2. The Fashion Brand
Luxury Fashion Brands
Mass-Market Fashion Brands, Premium Brands, and Private Labels
Retail Brands
3. The Future of Fashion Branding
iBrand: The Age of the Interactive, Wireless, and Virtual Brands
Redesiging the Brand
Defining the Brand
The Branding Process Phase One: The Brand Decision and Positioning
The Branding Process Phase Two: Communicating, Launching and Evaluating the Brand
2. The Fashion Brand
Luxury Fashion Brands
Mass-Market Fashion Brands, Premium Brands, and Private Labels
Retail Brands
3. The Future of Fashion Branding
iBrand: The Age of the Interactive, Wireless, and Virtual Brands
Redesiging the Brand
Product details
| Published | 14 Feb 2011 |
|---|---|
| Format | Ebook (PDF) |
| Edition | 1st |
| Extent | 304 |
| ISBN | 9781609017927 |
| Imprint | Fairchild Books |
| Illustrations | 16pp colour illustrations |
| Publisher | Bloomsbury Publishing |
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