The Power of Connection: The New Brand Strategy for Fashion, Beauty and Lifestyle Companies - Couverture souple

Saviolo PhD, Stefania

 
9791281627277: The Power of Connection: The New Brand Strategy for Fashion, Beauty and Lifestyle Companies
Couverture souple
ISBN 13 : 9791281627277
Editeur : Egea Spa - Bocconi University Press, 2025

Synopsis

How can brands build authentic connections with their customers and communities? How can they stay true to their identity and deep-rooted DNA while evolving to meet market demands? How can they align their signature with the customer experience? At a time when brands face the paradox of unparalleled technological connectivity yet struggle to build meaningful relationships with their audiences, The Power of Connection seeks to answer these questions with a unique focus on symbol-intensive and community-driven industries such as fashion, luxury, and beauty. At its core, the book introduces the idea of the " connected brand," a framework that brings together all the key elements of brand strategy-- from DNA and positioning to creating memorable, signature customer experiences. It shows how a brand can stay true to its roots while expanding into new markets through strategic collaborations and brand extensions. The book concludes with an exploration of four brand archetypes-- authority, icon, lifestyle, and cult-- demonstrating how brands build symbolic value and become part of our lives.

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À propos de l?auteur

Stefania Saviolo is a tenured lecturer at the Department of Management and Technology at Bocconi University in Milan, Italy, and also a faculty member at SDA Bocconi School of Management, specializing in strategy and brand management. She founded and directed the Master in Fashion, Experience & Design Management (MAFED) and was Head of the Fashion & Luxury Knowledge Center at SDA Bocconi. She has also served as an independent board member for listed companies in the fields of fashion, design and digital transformation.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Egea Spa - Bocconi University Press
Date d'édition
2025
Langue
anglais
ISBN 13 
9791281627277
Reliure
Broché
Nombre de pages
174
Coordonnées du fabricant
non disponible
Personne responsable
gpsr@libri.de
gpsr@libri.de

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