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Fashion Branding Unraveled, Second Edition explains 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. Essential concepts such as positioning, values, relevance, identity, and brand valuation are closely examined. Throughout the book, discussions are supported by real-life examples and industry-based case studies. In the Second Edition there are three new chapters focusing on eCommerce, fashion and technology, and ethics in the fashion industry. STUDIO Features Include:-Self-assessment quizzes to test yourself on key principles-Flashcards to study vocabularyInstructors Resources-Instructor''s Guide provides suggestions for planning the course and using the text in the classroom, supplemental assignments, and lecture notes-PowerPoint presentations include images from the book and provide a framework for lecture and discussion>
List of contents
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
Summary
Fashion Branding Unraveled, Second Edition explains 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. Essential concepts such as positioning, values, relevance, identity, and brand valuation are closely examined. Throughout the book, discussions are supported by real-life examples and industry-based case studies. In the Second Edition there are three new chapters focusing on eCommerce, fashion and technology, and ethics in the fashion industry.
STUDIO Features Include:
-Self-assessment quizzes to test yourself on key principles
-Flashcards to study vocabulary
Instructors Resources
-Instructor’s Guide provides suggestions for planning the course and using the text in the classroom, supplemental assignments, and lecture notes
-PowerPoint® presentations include images from the book and provide a framework for lecture and discussion
Foreword
Fashion Branding Unraveled, Second Edition introduces and explains the concept of brand and the process of brand development. Includes new chapters on ethics, fashion and technology, and eCommerce.
