This course explores the concept of the brand and its crucial role for fashion enterprises and consumers. You will gain an understanding of branding theory and practice by considering various conceptualisations of branding applied in fashion and luxury markets. In particular, you will cover brand positioning, brand values, brand personality and identity and how these are conveyed by fashion and luxury businesses and understood by consumers. This course will critically examine the idea of luxury in relation to consumer culture and fashion. You will explore luxury through consideration of the distinctive characteristics of luxury fashion brands.