Business, Accounting & Vocational: Textbooks & Study Guides
Place of Publication
Country of Publication
Bloomsbury Academic USA
100 bw illus
Table Of Contents
Preface Acknowledgments Part One: The Evolution of Brands 1. The Emergence of Brands 2. The Nature of Luxury Brands 3. From Luxury to Mass Part Two: 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 Three: Maintaining the Brand 9. Staying On-Brand in a Consumer-centric Age 10. The Brand's Lifecycle 11. Consumer Brand Engagement Part Four: 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 andTrends in Brand Management Research Glossary Index
William D'Arienzo, Ph.D., is founder of and currently facilitates the Brand Management Experience program at the Fashion Institute of Technology (FIT), USA, and is an adjunct Assistant Professor at Rider University, College of Business, USA. He is the founder and CEO of Wm. D'Arienzo Associates, Inc., a training and consultancy firm and is also CEO of Apparel Analytics, an online consumer research service.