About this product

Product Identifiers

PublisherBloomsbury Academic & Professional

ISBN-101501306677

ISBN-139781501306679

eBay Product ID (ePID)211768662

Product Key Features

Number of Pages384 Pages

LanguageEnglish

Publication NameBrand Management Strategies : Luxury and Mass Markets

SubjectMarketing / General, Consumer Guides, Industries / Retailing, Customer Relations

Publication Year2016

TypeNot Available

Subject AreaReference, Business & Economics

AuthorWilliam D'arienzo

FormatTrade Paperback

Dimensions

Item Height0.9 in

Item Weight27.7 Oz

Item Length9.2 in

Item Width7.4 in

Additional Product Features

LCCN2016-016991

Dewey Edition23

Reviews"If I had the book prior to our launch, the road would have been easier to navigate! I heartily recommend you read it for global strategies, brand engagement and why the customer matters." - Francois Dossa, CEO, Nissan Brazil " Brand Management Strategies: Luxury and Mass Markets by William D'Arienzo is one of the most interesting and informative books on branding I have read. From paper marketing to digital brand thinking, it's all here, in one place." - Richard Shapiro, Founder and President, The Center for Client Retention "Professor D'Arienzo provides a comprehensive up-to-the-moment guided tour of the critical elements essential to brand management success in today's digitally-driven reality. The carefully chosen "Brandstorming" examples provided throughout masterfully bring the key insights to life. ...they provide the sort of true 'aha!' moments... that define a must-read." - Larry DeParis, President, The Retail Marketing Society "Bill has developed a matrix that is a smart guideline for all brand leaders, large or small, who are looking to connect with their core customers and develop sustainable relationships. A must read." - Robin Lewis, CEO/Founder, The Robin Report, Author, The New Rules of Retail "B rand Management Strategies: Luxury And Mass Markets is encyclopedic. If you care about managing a brand or want to learn about it, the topics you want are in this book." - Richard Kestenbaum, Partner, Triangle Capital "The author's experience, both in industry and in teaching, is a strength of this book. Many books are written from only one of these perspectives and are missing key elements to make it both teachable and industry applicable." - Melissa Abner, University of Central Missouri, US, The book offers an in-depth analysis of brand management and the business implications of branding instead of broadly addressing branding with a general approach. Also, based on the proposal the book will offer examples of the concepts presented which is a great way to reinforce concepts presented in the text. The author's approach is clear and methodical. The topics covered in the book are the important areas that would be relevant to fashion merchandising, marketing, and business students., This book seems to cover all of the aspects of branding and brand management. It also seems to use good real-world examples of companies that I would use in class anyway. . .The author's experience, both in industry and in teaching, is a strength of this book. Many books are written from only one of these perspectives and are missing key elements to make it both teachable and industry applicable., I believe this proposed book fits the needs of my branding course since its content covers a wide variety of topics relevant to brand development strategies for both mainstream and luxury brands. Textbooks currently available don't seem to cover luxury brand strategies and this will be one important benefit students as well as industry professionals can get from the proposed book. Another key strength of this book is its coverage of brand strategies and social media.

IllustratedYes

Dewey Decimal658.827

Intended AudienceCollege Audience

Table Of ContentPreface Acknowledgments Part 1: The Evolution of Brands 1. The Emergence of Brands 2. The Nature of Luxury Brands 3. From Luxury to Mass Part 2: Building The Brand 4. Segmentation Models 5. Brand Loyalty 6. The Brand Promise 7. Measuring Brand Value 8. Creating Brand Names and Protecting Trademarks Part 3: Maintaining the Brand 9. Staying On-Brand at Retail in a Consumer-Centric Age 10. Managing the Brand Life Cycle 11. Consumer Brand Engagement Part 4: Brand Perspectives in the Global and Digital World 12. Mass Brand Management in a Digital World 13. Luxury Brand Management in a Digital World 14. Global Brand Management 15. Insights and Trends in Brand Management Research Glossary Credits Index

SynopsisBrand Management Strategies: Luxury and Mass Markets explains how a brand can successfully drive global business development using both a rigorous analytic and an applied approach, with supporting examples from current fashion and non-fashion brands., As global economies grow and the cost of doing business increases, the brand is the pre-eminent business asset needed for success in global business development. Brand Management Strategies- Luxury and Mass Markets presents the brand experience on a market continuum from mass market to luxury, using diverse examples from Burberry to BMW, Coca-Cola to Chanel, and Starbucks to Starwood. Underpinned by the author's many years of practical experience as both a professor and brand consultant, this book details the proven steps necessary to develop, build, and sustain a successful brand strategy and business. Features - Filled with current examples from fashion brands such as Burberry, Coach, Banana Republic, and Target and non-fashion brands including Apple, Samsung, Hyundai, Porsche, Ritz Carlton Hotels and more - Brandstorming - Successes and Failures depict real world case studies of successful-and not so successful-branding strategies - Experiential learning tools include learning objectives, bolded key terms, and end of chapter Conversations discussion questions and Challenges projects and activities STUDIO Resources - Study smarter with self-quizzes featuring scored results and personalized study tips - Review concepts with flashcards of terms and definitions Teaching Resources - Instructor's Guide provides suggestions for planning the course and using the text in the classroom, supplemental assignments, and lecture notes - Test Bank includes sample test questions for each chapter - PowerPoint. presentations include full color images from the book and provide a framework for lecture and discussion PLEASE NOTE- Purchasing or renting this ISBN does not include access to the STUDIO resources that accompany this text. To receive free access to the STUDIO content with new copies of this book, please refer to the book + STUDIO access card bundle ISBN 9781501318436. STUDIO Instant Access can also be purchased or rented separately on BloomsburyFashionCentral.com., As global economies grow and the cost of doing business increases, the brand is the pre-eminent business asset needed for success in global business development. Brand Management Strategies: Luxury and Mass Markets presents the brand experience on a market continuum from mass market to luxury, using diverse examples from Burberry to BMW, Coca-Cola to Chanel, and Starbucks to Starwood. Underpinned by the author's many years of practical experience as both a professor and brand consultant, this book details the proven steps necessary to develop, build, and sustain a successful brand strategy and business. Features - Filled with current examples from fashion brands such as Burberry, Coach, Banana Republic, and Target and non-fashion brands including Apple, Samsung, Hyundai, Porsche, Ritz Carlton Hotels and more - Brandstorming Successes and Failures depict real world case studies of successful-and not so successful-branding strategies - Experiential learning tools include learning objectives, bolded key terms, and end of chapter Conversations discussion questions and Challenges projects and activities STUDIO Resources - Study smarter with self-quizzes featuring scored results and personalized study tips - Review concepts with flashcards of terms and definitions Teaching Resources - Instructor's Guide provides suggestions for planning the course and using the text in the classroom, supplemental assignments, and lecture notes - Test Bank includes sample test questions for each chapter - PowerPoint(R) presentations include full color images from the book and provide a framework for lecture and discussion PLEASE NOTE: Purchasing or renting this ISBN does not include access to the STUDIO resources that accompany this text. To receive free access to the STUDIO content with new copies of this book, please refer to the book + STUDIO access card bundle ISBN 9781501318436 . STUDIO Instant Access can also be purchased or rented separately on BloomsburyFashionCentral.com.

LC Classification NumberHF5415.1255D37 2016