Brand First -- Enhancing Brand Image through Brand Management

Author: Han Yan
Publisher:
Publish Date: 2006-01-28
Features: This book combines the latest trends in the fashion market and the practical realities of China's fashion enterprises, focusing on introducing the operating system of fashion brands, the fashion brand manager system, brand positioning, brand identity, integrated marketing communication, brand maintenance, brand extension, and cultural shaping of fashion brands. Through two successful fashion brand planning case studies, the content is integrated to provide fashion enterprises with a comprehensive set of theories, principles, methods, and techniques for fashion brand management. It is suitable for fashion brand operators and professionals in the fashion industry. Based on extensive absorption of successful experiences in fashion brand management both domestically and internationally, combined with the latest trends in the fashion market and the current state of China's fashion enterprises, this book systematically elaborates on the principles and methods of fashion brand management, focusing on introducing the theories, methods, and techniques of fashion brand management.