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

Saviolo, Stefania

 
9791281627277: The Power of Connection: The New Brand Strategy for Fashion, Beauty and Lifestyle Companies
Brossura
ISBN 13: 9791281627277
Casa editrice: Bocconi Univ Pr, 2025

Sinossi

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.

Le informazioni nella sezione "Riassunto" possono far riferimento a edizioni diverse di questo titolo.

Informazioni sull?autore

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.

Le informazioni nella sezione "Su questo libro" possono far riferimento a edizioni diverse di questo titolo.

Editore
Bocconi Univ Pr
Data di pubblicazione
2025
Lingua
Inglese
ISBN 13 
9791281627277
Rilegatura
Copertina flessibile
Numero di pagine
176
Contatto del produttore
non disponibile
Persona responsabile
gpsr@libri.de
gpsr@libri.de

Friedensallee 273
Hamburg
22763
Germania