Brand Story Cover Image

Brand Story

Cases and Explorations in Fashion Branding

eBook

2nd Edition

Joseph H. Hancock


ISBN:
978-1-5013-1745-3 (online)
978-1-5013-0002-8 (paperback)
978-1-5013-0003-5 (epdf)
Published:
2016
DOI:
10.5040/9781501317453
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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.