WHO IS YOUR BRAND
CHAPTER ONE
ALL ABOUT A BRAND
What is a brand?
Principles of branding
*Creating brand identity
*Choosing Products with a meaning
*Brand language and communication
*Choosing the right name for the brand
*Evaluating brand awareness
*Brand protection
Design is Everything
Importance of sensorial experiences in branding
New marketing model in fashion
Conclusions
CHAPTER TWO
WHAT THEY DO THAT YOU DON'T
Dolce & Gabbana
Diesel
Custo Barcelona
H&M
CHAPTER THREE
OUR GOALS, NEW DIRECTIONS
An overview of IAF 2003 Fashion Branding Session
How Turkish Industry Can Become Global?
Communicative Fashion Brands
How Should a Fashion Brand Operate?
CONCLUSIONS
RECOMMENDED READING
CHAPTER ONE
ALL ABOUT A BRAND
WHAT IS A BRAND?
Today everybody is talking about branding, brand management and "a brand". What really does a brand mean? Why the term branding has become so hot recently? Before going into what a brand means, let's......
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Approximate Word Count: 6161
Approximate Pages: 24 (260 words per double-spaced page) |