Okonkwo Prelims
3 The ownership structure of luxury brands is changing as several non- luxury companies have acquired luxury brands. This has in ...
projection of the brand. These aspects of retail need to be constantly inno- vated in the rapidly changing luxury market. Also, ...
Chapter 5 The art of creating and managing luxury fashion brands ‘Branding is not about getting your consumer to choose you over ...
A brand is the sum of all the feelings, perceptions and experiences a person has as a result of contact with a company and its p ...
company’s assets, earnings and revenues. This means that if Louis Vuitton ever decides to sell its brand (which is highly unlike ...
You might wonder how branding has gained so much prominence in the luxury fashion business and for how long the concept of brand ...
Other important elements of a luxury brand are an indelible impression, a recognizable style, fast and high fashion design turno ...
chapter 5 107 the art of creating and managing luxury fashion brands Consistency a uniform approach in designing every aspect o ...
Salvatore Ferragamo Italian Yves Saint Laurent French Donna Karan American Yoji Yamamoto Japanese However, luxury brands also fe ...
telephone directory because this was the only name he found that sounded good in all languages and also had ease of pronunciatio ...
Dior’s logo is now represented simply as ‘Dior’ (Figure 5.1). Also Diesel, which aspires towards the luxury sphere, has included ...
understanding of the brand (by its employees) is different from the external understanding of the brand (by its consumers). In t ...
such as glamour, reliance, originality and sophistication. On another level, different brands exhibit distinct qualities that ma ...
Successful brand personality development does not automatically translate into the desired brand image, however. Brand image as ...
might be the first brand that comes to consumers’ minds in association to luxury fashion. This level of brand awareness is chall ...
awareness for luxury brands is a carefully managed process that applies the most effective communications channels. For example, ...
Brand positioning This answers the question: ‘Where are you in the consumer’s mind?’ Brand positioning like all the branding ele ...
no doubt that Versace, Fendi and Hermès are all positioned as luxury brands because they all share the broad attributes of luxur ...
118 luxury fashion branding The positioning must be distinctive and cannot be shared by competitors. The positioning must justi ...
and for companies it is the cornerstone of long-term profitability and compet- itive leverage. Brand loyalty also leads to lower ...
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