Fashion branding and communication: core strategies of european luxury brands

Physical dimension

Summary / review / table of contents

Fashion Branding and Communication;
Preface;
Contents;
List of Figures;
List of Tables;
1 Brands as Core Assets: Trends and Challenges of Branding in Fashion Business;
Introduction;
Concepts and Classification of Brand;
Brand and Brand Equity;
Fashion Brand Classification;
Fashion Brand Development and Management;
Brand Extension;
Brand Portfolio Strategy;
Fashion Brand Communication;
Advertising;
Celebrity Endorsement;
Public Relations and Events;
Personal Selling;
Storytelling and Fashion Tales;
Social Media; Fashion Blogs;
Challenges and Issues in Luxury Fashion Branding.
Counterfeiting and Its Impact on the Luxury Sector Commoditization;
Brand Dilution;
Brand Avoidance;
Trends in Branding and Communication in the Fashion Industry;
Luxury Brands' Offering Online;
Limited Edition;
Guerrilla Marketing;
Pop-Up Stores;
Reinforcing Brand Equity by Offering Experiential Spaces;
Notes;
References;
2 Harmont & Blaine: A Successful Dachshund to Build the Values and Brand Identity;
Introduction;
Company Overview;
Company History;
The Harmont & Blaine Branding Strategy;
Visual Identity;
Brand Promise;
Brand Personality;
Brand Communication;
Conclusion and Implications.
Notes
References;
3 Salvatore Ferragamo: Brand Heritage as Main Vector of Brand Extension and Internationalization;
Introduction;
Company Overview;
Company History;
The 'shoemaker to the stars' Era;
The Ferragamo Family Inheritance: Tangible and Intangible Resources;
From a Family Business Company to a Publicly Traded Company;
The Development of the Corporate Brand Strategy;
Brand Heritage as a Pillar of the Salvatore Ferragamo Strategy;
The Brand Heritage: Functional and Symbolic Assets;
The Corporate Museum: Experiencing the Brand's Inheritance.
Brand Heritage as Main Vector of Brand Extension and Internationalization
Conclusion and Implications;
Notes;
References;
4 Tod's: A Global Multi-Brand Company with a Taste of Tradition;
Introduction;
Brief History of the Tod's Group;
Company Overview;
Sales and Market Share;
Production and Distribution;
Organization;
Brand Portfolio Strategy;
Tod's;
Hogan;
Fay;
Roger Vivier;
Tod's Brand Communication via Storytelling and Retail Network;
Tod's Brand Values Communicated Through Storytelling;
Tod's Brand Identity Communicated Through Retail Stores.
Tod's Initiatives on Corporate Social Responsibility
Stakeholder Dimension-Investing in Human Capital;
Social Dimension-Serving the Local Community;
Environmental Dimension-Increasing Energy Efficiency;
Summary and Discussions;
Notes;
References;
5 The Prada Trend: Brand Building at the Intersection of Design, Art, Technology, and Retail Experience;
Introduction;
Company Overview;
Company History;
Single Focus: Boutique of Exclusive Baggage and Accessories in Milan, Italy (1913-1977);
Expanding Brand Geography: Marriage of Brand Creativity with International Expansion Strategy (1977-1990s).

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