Added Title
Defining a Filipino heritage brand in the digital age
College
Ramon V. Del Rosario College of Business
Department/Unit
Marketing and Advertising Department
Document Type
Article
Source Title
DLSU Business Notes and Briefings
Volume
3
Issue
1
Publication Date
1-2015
Place of Publication
DLSU
Abstract
How does an undefined yet strong heritage human brand compete in this rapidly-evolving, social-media crazed, digital-marketing driven business environment? The fiercely competitive arena of the fashion industry, where artisanal apparel tends to be so quickly commoditized by imitators and aggressive competition from top-of-mind global mass-produced brands, is where Filipina designer Patis Tesoro has been thriving and surviving as a passionate serial entrepreneur for over four decades now. Regarded as The Grand Dame of Philippine Fashion, she has done her fair share in uplifting homegrown arts and crafts by meticulously creating unique pieces of textile, clothing, home decor, and fine art, all of which have been sold worldwide.
Recommended Citation
Poblador, P. (2015). Defining a Filipino heritage brand in the digital age. DLSU Business Notes and Briefings, 3 (1) Retrieved from https://animorepository.dlsu.edu.ph/res_cbrd/34
Keywords
Filipino heritage brand, digital age, digital marketing, branding, fashion industry
Media Format
flash_audio
Upload File
wf_yes
