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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
Acknowledgments
Part 1: Understanding The Brand
1. The Brand
2. The Branding Process Phase One: The Brand Decision and Positioning
3. The Branding Process Phase Two: Communicating, Launching, and Evaluating the Brand
Part 2: The Fashion Brand
4. Luxury Fashion Brands
5. Mass-Market Fashion Brands
6. Retail Brands
Part 3: The Future of Fashion Branding
7. iBrand: The Age of the Interactive, Wireless, and Virtual Brands
8. Redesigning the Brand
Glossary
Index
Product details
| Published | Feb 14 2011 |
|---|---|
| Format | Paperback |
| Edition | 1st |
| Extent | 304 |
| ISBN | 9781563678745 |
| Imprint | Fairchild Books |
| Illustrations | 16pp colour illustrations |
| Dimensions | 235 x 187 mm |
| Publisher | Bloomsbury Publishing |
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Online Resources
Go to http://www.bloomsbury.com/isrreg?isrid=28757&pid=64146/
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