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Home » Books » Arts & Photography » Art » Fashion

Fashion Branding Unraveled

By Kaled K. Hameide

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Format: Paperback, 304 pages
Other Information: Illustrated
Published In: United Kingdom, 01 February 2011
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.

Table of Contents

1. 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 Brand

Promotional Information

Beginning with an overview of the concept of branding and the dynamics of the branding process, this book presents a complete perspective of fashion branding.

Promotional Information

Beginning with an overview of the concept of branding and the dynamics of the branding process, this book presents a complete perspective of fashion branding.

About the Author

Kaled K. Hameide is based at Montclair State College.

Reviews

Everyone 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 *

EAN: 9781563678745
ISBN: 1563678748
Publisher: Fairchild Books & Visuals
Dimensions: 23.5 x 18.7 centimetres (0.79 kg)
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