{"product_id":"fashion-branding-and-communication-byoungho-jin-9781137523426","title":"Fashion Branding and Communication: Core Strategies of European Luxury Brands","description":"This second volume in the Palgrave Studies in Practice: Global Fashion Management 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. \u003cbr\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e Byoungho Jin\u003cbr\u003e\u003cb\u003eISBN-10:\u003c\/b\u003e 1137523425\u003cbr\u003e\u003cb\u003eISBN-13:\u003c\/b\u003e 9781137523426\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Palgrave Pivot\u003cbr\u003e\u003cb\u003eLanguage:\u003c\/b\u003e English\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 04\/27\/2017\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 188\u003cbr\u003e\u003cb\u003eFormat:\u003c\/b\u003e Hardcover\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 0.88lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 8.27h x 5.83w x 0.50d","brand":"Byoungho Jin","offers":[{"title":"Hardcover","offer_id":43924171260159,"sku":"9781137523426","price":69.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0662\/2982\/9887\/products\/img_ecb599d0-6e8b-4d38-98c7-35c505e27de7.jpg?v=1681068889","url":"https:\/\/www.whiterainbookhouse.com\/products\/fashion-branding-and-communication-byoungho-jin-9781137523426","provider":"WR Book House","version":"1.0","type":"link"}