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French Connection : by which means can a brand be managed to gain its desired image?

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French Connection : by which means can a brand be managed to gain its desired image?

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Samenvatting

QUOTE “French Connection claimed to have developed a brand identity which is sexy, stylish and has attitude. FCUK as a short, sharp name to stand for French Connection United Kingdom had evolved to personify the casual wear offering of the French Connection brand. Nevertheless, about four years ago French Connection decided to no longer make FCUK a priority and focus on a new image and new core customers across all markets they operate in. This enhanced a change in the collections, a focus on their women’s collection trademark ‘embellished dresses’, celebrities wearing French Connection within the context of raising PR activities, openings of boutique stores as part of their ‘boutique concept’ and more new ways of communication embracing ‘French Connection’. This change of focus lead to the question: ‘By which means can a brand be managed to gain its desired image after repositioning amongst the Dutch female consumer?’

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OrganisatieHogeschool van Amsterdam
InstituutMedia, Creatie en Informatie
Gepubliceerd in
Jaar2013
TypeBachelorscriptie
TaalEngels

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