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Overview"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." Full Product DetailsAuthor: Kaled K. Hameide (Montclair State University, USA)Publisher: Bloomsbury Publishing PLC Imprint: Fairchild Books Dimensions: Width: 18.70cm , Height: 1.80cm , Length: 23.50cm Weight: 0.553kg ISBN: 9781563678745ISBN 10: 1563678748 Pages: 304 Publication Date: 15 April 2011 Audience: College/higher education , Tertiary & Higher Education Format: Paperback Publisher's Status: Active Availability: Manufactured on demand  We will order this item for you from a manufactured on demand supplier. Table of Contents1. 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 BrandReviewsEveryone has something to gain [from this book] ... It is a very accessible text ... I would highly recommend this text to be used for first year undergraduate students to help them get a better grasp of branding and how it relates specifically to the fashion industry Matthew Kearney, University of Ulster Author InformationKaled K. Hameide is based at Montclair State College. Tab Content 6Author Website:Countries AvailableAll regions |
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