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Table of Contents
Defining the Brand
The Branding Process Phase One: The Brand Decision and Positioning
The Branding Process Phase Two: Communicating, Launching and Evaluating the Brand
2. The Fashion Brand
Luxury Fashion Brands
Mass-Market Fashion Brands, Premium Brands, and Private Labels
3. The Future of Fashion Branding
iBrand: The Age of the Interactive, Wireless, and Virtual Brands
Redesiging the Brand