Fashion Branding and Communication

Byoungho Jin is Putnam and Hayes Distinguished Professor in the Department of Consumer, Apparel, and Retail Studies at the University of North Carolina, Greensboro, USA. Her research area focuses on international apparel retailing and branding.Elena Cedrola is Professor at the University of Macerata, Italy, where she teaches Management and International Marketing. She is also Professor at the Catholic University of Milan, Italy. Dr Cedrola’s research area focuses on SMEs’ internationalization and Country of Origin Effect.

• 1) Brands as Core Assets: Trends and Challenges of Branding in Fashion Business.- 2) Harmont and Blaine: A Successful Dachshund to Build the Values and Brand Identity.- 3) Salvatore Ferragamo: Brand Heritage as Main Vector of Brand Extension and Internationalization.- 4) Tod's: A Global Multi-Brand Company with a Taste of Tradition.- 5) The Prada Trend: Brand Building at the Intersection of Design, Art, Technology and Retail Experience.- 6) Louis Vuitton: Art-based Strategy to Communicate Exclusivity and Prestige.