Fashion Branding Unraveled

Preface
Acknowledgments

UNIT ONE: THE BRAND AND BRANDING
Chapter One: The Brand
Chapter Two: The Branding Process Phase One: The Brand Decision And Positioning
Chapter Three: The Branding Process Phase Two: Communication, Launching, And Evaluating The Brand

UNIT TWO: THE FASHION BRAND
Chapter Four: Luxury Fashion Brands
Chapter Five: Mass-Market Luxury Brands
Chapter Six: Retail Brands

UNIT THREE: NOURISHING AND UPDATING THE BRAND
Chapter Seven: eBrand: Fashion Brands Online
Chapter Eight: iBrand: Fashion Brands And Technology
Chapter Nine: Fashion Branding And Ethics

Glossary
Index

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• Moda e têxteis: design
• Teoria do design de moda
• Vendas e marketing
• Indústrias da moda e beleza

positioning; brand value; brand relevance; brand identity; brand valuation; case studies; brand management; fashion marketing; fashion management; see now, buy now model; artificial intelligence; sustainability; fashion ethics; social media; influencers; luxury fashion; mass market brands; retail brands; ecommerce