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.
Offers "big-picture" approach that makes book relevant to any branding/marketing student or professional
Provides a new framework for branding, more relevant than classic marketing concepts
Effectively balances theory and analysis
Encourages student participation through mini case studies and issues for discussion
Includes chapter summaries and key terms
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
The Fashion Brand
Luxury Fashion Brands
The Future of Fashion Branding
iBrand: The Age of the Interactive, Wireless, and Virtual Brands
Redesiging the Brand
Instructors and Students:
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M. Kaled A. Hameide
, MBA, is an Assistant Professor in the Department of Fashion Studies at Montclair State University. He has worked in developing, marketing and managing international franchises as well as his own brand for international markets. As a young designer, he was a recipient of the Maurice Biderman Award for outstanding merit in menswear. Hameide’s current research interests and publications contributions focus on branding and the effects of technological innovation on the branding process.