Skip to main content

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

  • Chapter
  • 869 Accesses

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

These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

‘What is in a name? That which we call a rose, by any other name would smell as sweet.’

William Shakespeare, English playwright (1564–1616)

This is a preview of subscription content, access via your institution.

Buying options

Chapter
USD   29.95
Price excludes VAT (USA)
  • DOI: 10.1007/978-0-230-59088-5_3
  • Chapter length: 46 pages
  • Instant PDF download
  • Readable on all devices
  • Own it forever
  • Exclusive offer for individuals only
  • Tax calculation will be finalised during checkout
eBook
USD   44.99
Price excludes VAT (USA)
  • ISBN: 978-0-230-59088-5
  • Instant PDF download
  • Readable on all devices
  • Own it forever
  • Exclusive offer for individuals only
  • Tax calculation will be finalised during checkout
Softcover Book
USD   59.99
Price excludes VAT (USA)
Hardcover Book
USD   84.99
Price excludes VAT (USA)

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

Authors

Copyright information

© 2007 Uche Okonkwo

About this chapter

Cite this chapter

Okonkwo, U. (2007). What’s in a name? The history of luxury fashion branding. In: Luxury Fashion Branding. Palgrave Macmillan, London. https://doi.org/10.1007/978-0-230-59088-5_3

Download citation