Brand/Story: Ralph, Vera, Johnny, Billy, and Other Adventures in Fashion Branding

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Brand/Story: Ralph, Vera, Johnny, Billy, and Other Adventures in Fashion Branding examines how a retailer, manufacturer, or designer label grabs an individual’s interest. Fashion branding is not just about specific products. For consumers, branding tells the story and creates the identity for a product, a person, and a company. Brand/Story looks at what a fashion brand is about and why companies advertise the way they do. It enables the reader to think critically about branding—both the medium and the message—and not simply take advertisements and brands at face value.

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Product Details

  • ISBN-13: 9781563676222
  • Publisher: Bloomsbury Academic
  • Publication date: 6/22/2009
  • Edition description: New Edition
  • Pages: 240
  • Sales rank: 1,176,145
  • Product dimensions: 5.90 (w) x 9.00 (h) x 0.60 (d)

Meet the Author

Joseph Hancock is an assistant professor at Drexel University.

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Table of Contents


— What is Fashion Branding? The Story Begins
Thinking Critically: A History of Fashion Brands and Culture
— From Modern to Postmodern and Beyond
The History of a King: Ralph Lauren
- Lifestyle Merchandising
Mass Luxury Style: Dolce & Gabbana
— Fantastically Sexy!!!
The Empress of Fashion: Vera Wang
— From Fifth Avenue to Simply Vera In-Store Branding Concepts: Abercrombie & Fitch
— From Safari Gear to Shirtless Hunks
Viral Fashion Branding: Johnny Cupcakes
— Chasing Your Dreams!
A Great Idea from a New Designer: Dante Beatrix
— It's All in the Graphics
Creating a Television Brand: Brini Maxwell
— Now Why Didn't You Think of That?
Niche Fashion Branding: Ginch Gonch
— Live Like a Kid
Treating People Right: billy blues
— Hitting Below the Waist
The Future of Fashion Brands
— Looking into the Crystal Ball

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Sort by: Showing all of 4 Customer Reviews
  • Posted August 3, 2011

    Highly Recommended

    Brand Story: Ralph, Vera, Johnny, Billy, and Other Adventures in Fashion Branding by Joseph Hancock is a great overview of multiple fashion brands and the unique story that lies behind each designer and merchandiser that is discussed. Although I first purchased the book out of necessity for a class, I found that it was a very easy to read and is nothing like any other textbook that I have experienced before. Within the book's 200 pages, there is a wealth of knowledge and a variety of interesting quotes and facts about different brands that I had never known before. I loved delving into this book because it allowed me to get a closer look into the fashion branding world. Through these pages I was able to go behind the scenes of luxury and well known brands, designers, and merchandisers. For example the book discusses Ralph Lauren, Vera Wang, Dolce and Gabbana, Johnny Cupcakes, and Abercrombie and Fitch, just to name a few. I was enthralled by the way the book allows the audience to see what happens behind the creation of the brand and the reasoning for why fostering and maintaining a consistent image and lifestyle through a brand is so important. Every chapter focuses on a particular concept of branding and the branding process and in order to fully explain the concept, the author discusses and goes into great detail about a particular brand that exemplifies the concept well; for example Ralph Lauren and the concept of Lifestyle Merchandising. Each chapter captured my attention and once I started reading, I couldn't put the book down, the descriptions and information were so interesting; almost like reading a gossip column or magazine. The evolution of advertising in branding is one of the most interesting areas to read about throughout the book. Advertisements and different types of marketing and promotion are so vital to creating a brand image but the controversy that surrounds the cutting edge and risky advertising world sparks interesting questions and debate. The author really engages the reader and makes it feel as though he is talking right to you in a conversation like format. Being able to read about different perspectives taught me to realize how every designer and merchandiser builds their career in their own way. They each have a unique background and different levels of experience, expertise, and knowledge that shape and sustain their brand. However, the commonality that is woven through every successful brand is the consistent dedication and passion about creating a product that firmly stands by its core values and target market while also being able to adapt to new situations to remain current, fresh, and new.

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  • Posted May 20, 2011

    Great Read

    "Brand Story" by Joseph Hancock was such a nice read. It was insightful, informative, and fun. It gives readers a glimpse into the history of different designers with different design aesthetics, and how they have uniquely branded their company into successful businesses. For anyone trying to find ways to be creative and distinguish their company amongst a sea of brands, Hancock identifies the key strategies that will help a company become a recognized brand. From big brands like Ralph Lauren and Vera Wang, to smaller but growing brands with lasting impressions like Johnny Cupcakes and Dante Beatrix, "Brand Story" is a well-rounded read.

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  • Posted May 17, 2011

    A designer in everyone! by Alexandra Morris

    While reading Branding story it is evident that the author Joe Hancock takes the time to deeply explore the brands that he is writing about and has his students in the back of his mind. With detailed information each short chapter can teach you everything you've wanted to know about designers ranging from Johnny Cupcakes to Vera Wang. The style of each chapter also makes it an enjoyable and easy read. While reading it I found myself flipping through chapters wanted to learn more and more. Hancock really takes the time to add just the right amount of humor to each chapter, which can make the facts even more interesting. As a business major I was spectacle about having to read this text. I didn't think that it was going to appeal to me. I thought it would just be fact after fact about certain designers. I was quickly proven wrong though. Each chapter appeals to a different audience going into detail about marketing and advertising campaigns, business plans, and information about each individual designer. I encourage you to read it even if you are just lying out on the beach. It's a fun read that can teach you a little something that you never knew about top designers such as Ralph Lauren, Dolce and Gabbana, Dante Beatrix.

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  • Posted May 12, 2011

    Highly Recommended!

    Brand Story was required for one of my college courses. In preparing for the class, I cracked open the book at the hair salon. Three hours and blonde hair later, the whole book was finished. It was a really easy and enjoyable read and honestly, made me very biased toward all other college textbooks. The author includes interactive exercises and interviews within the chapters. Each brand (chapter) is thoroughly researched and expressed very enthusiastically.

    This book is not only for college students, or even fashionable readers. The author really explores the reasoning behind the success of each brand and how that brand established itself. Each brand or designer discussed was also different than the others from the book. The author explores everything between Abercrombie & Fitch to Vera to Johnny Cupcakes.

    The approach the author takes is very humble, as well. He doesn't voice too much opinion and sounds very well-researched. Prior to reading this book, fashion branding wasn't my cup of tea. After reading, I have decided to focus my major on branding.

    I would recommend this book to anyone interested in branding, fashion, or business. A++

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