[奢侈品牌营销].Uche.Okonkwo.

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1、LuxuryFashionBrandingTrends,Tactics,TechniquesUcheOkonkwoluxuryfashionbrandingluxuryfashionbrandingtrends,tactics,techniquesUcheOkonkwo©UcheOkonkwo2007Foreword©JamesOgilvy2007Allrightsreserved.Noreproduction,copyortransmissionofthispublicationmaybemadewithoutwritten

2、permission.Noparagraphofthispublicationmaybereproduced,copiedortransmittedsavewithwrittenpermissionorinaccordancewiththeprovisionsoftheCopyright,DesignsandPatentsAct1988,orunderthetermsofanylicencepermittinglimitedcopyingissuedbytheCopyrightLicensingAgency,90Tottenh

3、amCourtRoad,LondonW1T4LP.Anypersonwhodoesanyunauthorizedactinrelationtothispublicationmaybeliabletocriminalprosecutionandcivilclaimsfordamages.TheauthorhasassertedherrighttobeidentifiedastheauthorofthisworkinaccordancewiththeCopyright,DesignsandPatentsAct1988.Firstp

4、ublished2007byPALGRAVEMACMILLANHoundmills,Basingstoke,HampshireRG216XSand175FifthAvenue,NewYork,N.Y.10010CompaniesandrepresentativesthroughouttheworldPALGRAVEMACMILLANistheglobalacademicimprintofthePalgraveMacmillandivisionofSt.Martin’sPress,LLCandofPalgraveMacmilla

5、nLtd.Macmillan®isaregisteredtrademarkintheUnitedStates,UnitedKingdomandothercountries.PalgraveisaregisteredtrademarkintheEuropeanUnionandothercountries.ISBN-13:978–0–230–52167–4ISBN10:0–230–52167–3Thisbookisprintedonpapersuitableforrecyclingandmadefromfullymanagedan

6、dsustainedforestsources.Logging,pulpingandmanufacturingprocessesareexpectedtoconformtotheenvironmentalregulationsofthecountryoforigin.AcataloguerecordforthisbookisavailablefromtheBritishLibrary.AcatalogrecordforthisbookisavailablefromtheLibraryofCongress131211109876

7、5417161514131211100908PrintedinChinaThisbookisformymotherRhodaAdaOkonkwo,fromwhomIlearntthatqualityandsubstancearealwaysbetterthanquantityandsizeviiContentsListoftablesandfiguresxForewordbyJamesOgilvyxvAuthor’snotexviiAcknowledgementsxixIntroduction:whosaidfashionis

8、notseriousbusiness?11Aquestionofluxury72What’sinaname?Thehistoryofluxuryfashionbranding13Brandingevolution13Originsofluxuryfashion14Earlyc