Book
Brand Story: Cases and Explorations in Fashion Branding
2016
Abstract
Brand/Story: Cases and Explorations in Fashion Branding, Second Edition examines how a retailer, manufacturer, or designer label uses storytelling to grab a consumer's interest. For consumers, branding tells the story and creates the identity for a product, a person, and a company. Using 10 case studies on such notable brands as Levis and Vivienne Westwood, Brand/Story looks at what a fashion brand is about and why companies advertise the way they do. It enables the reader to think critically about branding-both the medium and the message-and not simply take advertisements and brands at face value.
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54 Record Views
Details
- Title
- Brand Story
- Creators
- Joseph H Hancock
- Publisher
- Bloomsbury Publishing Inc
- Edition
- 2
- Resource Type
- Book
- Language
- English
- Academic Unit
- Retail and Merchandising
- Other Identifier
- 9781501317453; 1501317458; 991019297058804721