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

Saviolo, Stefania

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

Inhaltsangabe

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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Über die Autorin bzw. den Autor

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.

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Verlag
Egea Spa - Bocconi University Press
Erscheinungsdatum
2025
Sprache
Englisch
ISBN 13 
9791281627277
Einband
Taschenbuch
Anzahl der Seiten
174
Kontakt zum Hersteller
Nicht verfügbar
Verantwortliche Person
gpsr@libri.de
gpsr@libri.de

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