African Luxury Branding


Book Description

Bringing together critical race, queer and decolonial analytical approaches, visual analysis, and multimodal discourse analysis, this book explores the discursive strategies deployed by African luxury brands in an age of cross-platform, intertextual branding. Building on literature examining the aesthetics and politics of African luxury, this book demonstrates how leading African luxury brands create visual material speaking to complex sensibilities of culture, nature, and future. Iqani shows how powerful brand narratives and strategies reveal ethical and ideological messages that function to re-position Africa in an increasingly congested global marketplace of ideas. In acknowledging that there is a strong political validity to recognizing the importance of African brands staking their claim in luxury, this book also problematizes the role these brands play in the promotion of luxury discourses, advancing the project of capitalism and their contribution to broader patterns of inequality. Shedding new light not only on luxury branding strategies but also on the idea of a luxurious global “Africanicity” and on the complex cultural politics of South Africa, African Luxury Branding will be of interest to advanced students and researchers in disciplines, including Critical Advertising Studies, African Studies, Media and Communications.




Luxury Brands in Emerging Markets


Book Description

This book is an invaluable repository of knowledge that brings clarity to key issues and trends for practitioners, academics and students of luxury brands. It sets out to decode the luxury markets in the primary emerging markets (BRICs) and provide a rich resume of the key factors that influence the effectiveness of luxury brand strategies.




Routledge Handbook of Humanitarian Communication


Book Description

The Routledge Handbook of Humanitarian Communication is an authoritative and comprehensive guide to research in the academic sub-field of humanitarian communication. It is broadly focused on communication that presents human vulnerability as a cause for public concern and encompasses communication with respect to humanitarian aid and development as well as human rights and "humanitarian" wars. Recent years have seen the expansion of critical scholarship on humanitarian communication across a range of academic fields, sharing recognition of the centrality of media and communications to our understanding of humanitarianism as an agent of transnational power, global governance and cosmopolitan solidarity. The Handbook brings into dialogue these diverse fields, their theoretical frameworks and methodological approaches as well as the public debates that lie at the heart of the contemporary politics of humanitarianism. It consolidates existing knowledge and maps out this emerging field as an important site of interdisciplinary knowledge production on media, communication and humanitarianism. As such, the Handbook is not simply a collection of texts sharing a similar theme. It is a coherent intellectual contribution which systematizes current critical scholarship in terms of Domains, Methods and Issues and sets an agenda of emerging and evolving research priorities in the field. Consisting of 26 chapters written by international scholars, who have contributed to laying the foundation of the field, this volume provides an essential guide to the key ideas, issues, concepts and debates of humanitarian communication.




Origin and Branding in International Market Entry Processes


Book Description

In today's globalized economy, selecting the right entry strategy is critical for companies looking to expand into foreign markets. This decision has a significant impact on a company's performance and its ability to collaborate with global supply chains. Moreover, with consumers becoming increasingly aware of the origins of products and brands, it is essential for companies to use the origin as a means to add value to their offerings. Edited by Dr. Carlos Silva, this book brings together global professionals and researchers who provide the latest empirical research findings and relevant theoretical frameworks on the subject, spanning multiple industries. Origin and Branding in International Market Entry Processes is targeted towards professionals and researchers working in the field of international management and business, providing insights and support for executives concerned with market entry, internationalization strategies, destination and origin branding, and brand expansion. The book covers a range of topics, including brand origin, country of brand origin, branding, market entry process, internationalization strategies, place branding, and digital places, among others. This book is an excellent resource for academics and professionals looking to understand the strategic role of brands and their origin in international market entry, helping readers make informed decisions on market entry strategies and branding that will ultimately improve their performance and success in global markets.




Creative Heritage


Book Description

"Creative Heritage is a manifesto during the European Year of Cultural Heritage 2018. It represents a call to forge connections once again between cultural heritage as things and spaces on the one hand and ideas and people on the other. Creative Heritage demands that cultural heritage be protected, used creatively and viewed as the basis and impulse to create something new. Creative Heritage shows how cultural heritage can provide an impetus to integrate the society of today and design the cities of tomorrow. 'We are campaigning to integrate cultural heritage into creative development' writes Filipe Barata, UNESCO Chairman and one of the 42 authors of the book, as well as sponsor of the initiative Creative Heritage. Creative urban planners, architects and artists, as well as creative experts for society, the economy and ecology, have drawn up the Hannover Creative Heritage Agenda with the support of the Volkswagen Foundation. It is the starting point for an international platform for experimental, pioneering projects and new concepts in which 22 universities in Europe and Latin America are already involved. The book Creative Heritage represents voices of the initiative that brings together cultural heritage, urbanism and creativity"--Back cover.




Africa in Fashion


Book Description

Africa Fashion explores the kaleidoscope of craft cultures that have shaped African fashion for centuries and captures the intriguing stories of pioneering and contemporary African brands. Part One retells the history of African fashion, exploring Africa's textile traditions, artisanship in jewelry and embellishment and the continent's role as a global resource. The second part presents a New Africa and examines the promise and potential of Africa's markets, while challenging stereotypes and the concept of European hegemony in the realm of luxury fashion. It also spotlights Africa's unique position as the global industry shifts towards a more sustainable future. The third and final part ushers the reader into the spectacular world of African fashion today. It showcases a carefully curated set of the continent's most dynamic brands and, through interviews with prominent and inspiring designers, offers rare insight into their ethos and design practice.




Fashion Marketing in Emerging Economies Volume II


Book Description

This book provides and sheds light on insights, challenges, and opportunities to support the development and economic growth of the fashion industries within emerging markets. The fashion industry is growing rapidly in emerging markets; fashion marketers and retailers are increasingly becoming aware of the benefits of this market and are forced to seek their future growth potentials in this part of the world; in addition, marketing strategies, tools and technologies have also evolved. With a growing demand for additional research, information, recommendations and insight from practitioners, entrepreneurs, students, and academics, contributing authors use multiple methods and theories to uncover, analyse, demonstrate, and present the facts in their chapters and provide integrated guideposts for future research. This book is intended to satisfy the needs of stakeholders in the quest for practical insights into fashion marketing in emerging economies, especially in South America, Asia and Africa. It offers timely information on growing areas such as sustainability, digital platforms, supply chain and logistics and provides a good insight for anyone seeking to explore opportunities in emerging market economies. The book offers a much needed resource for students, scholars and practitioners.




Cross-Cultural Perspectives on Luxury Marketing


Book Description

As luxury brands become commonplace, businesses must incorporate more sustainable practices to handle the brands continuous growth. To achieve short-term financial goals, luxury brands employ mass marketing techniques that result in the creation of "masstige" (mass prestige) brands. Sustainable luxury marketing through a cross-cultural perspective requires tailored marketing strategies for luxury brands that emphasize the exclusivity and high quality of their products while integrating eco-friendly practices. Such marketing plans may also resonate with diverse cultural values across business sectors. Cross-Cultural Perspectives on Luxury Marketing explores ongoing trends in sustainable luxury marketing using cross-cultural viewpoints. It examines the usage of immersive technologies by luxury brands and their impact on consumer relationships. This book covers topics such as consumer behavior, luxury fashion, and data analysis, and is a useful resource for consultants, policymakers, economists, business owners, sociologists, academicians, scientists, and researchers.




The Diaspora's Role in Africa


Book Description

Africans living in the diaspora have a unique position as potential agents of change in helping to address Africa’s political and socioeconomic challenges. In addition to sending financial remittances, their multiple, hybrid identities in and out of geographical and psychocultural spaces allow them to play a role as cultural and political ambassadors to foster social change and sustainable development back in their African homelands. However, this hybrid position is not without challenges, and this book reflects some of the conundrums faced by members of the diaspora as they negotiate their relationships with their home countries. The author uses her lived experiences and empirical research to ask: are members of the diaspora conduits of Western cultural hegemony at the cost of their traditional preservation and meaningful development in Africa? How does the Western media’s portrayal of Africa as the "Dark Continent" in the 21st century influence their decision-making process to invest back home? How could African nations’ governments manage their relationships with citizens abroad to motivate them to invest in their home countries? How do some citizen-residents in Africa and African Diaspora communities perceive each other in the context of Africa’s development? How could the African Diaspora collaborate with citizen-residents across growth sectors to impact Africa’s development? The book hopes to inspire agents of change within the diaspora and features diverse African entrepreneurs’ success stories and their experiences of tackling these challenges. The book will be of interest to aspiring entrepreneurs, researchers across African studies, and the expanding and vibrant field of diaspora research.




The Spirit of African Design


Book Description

African design encompasses colours, textures, patterns, styles and traditions varied enough to fuel a range of dazzling home decorating looks. Detailed captions identify the design elements in each photograph, offering readers ideas for their own home