What’s in a name? The history of luxury fashion branding

Uche Okonkwo

Chapter 2 in Luxury Fashion Branding, 2007, pp 13-58 from Palgrave Macmillan

Abstract: Abstract In the quote above, legendary English playwright William Shakespeare raised an age-old question, ‘What is in a name?’ In the luxury fashion branding scene, the ‘name’, in other words the ‘brand name’, is everything. This is because it is the ‘brand name’ and the ‘brand logo’ that attracts consumers to a brand and launches the often enduring relationship between them and their chosen luxury brand.

Keywords: Luxury Good; Italian Fashion; Luxury Brand; Fashion Designer; Fashion Magazine (search for similar items in EconPapers)
Date: 2007
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-59088-5_3

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DOI: 10.1007/978-0-230-59088-5_3

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