000			04130pam a2200325 i 4500
001			7590347
003			CaAEU
005			20250707135949.0
008			160415t20162016nyua b 001 0 eng
010			_a 2016016991
020			_a9781501306686
035			_aocn908262355
040			_aDLC _beng _erda _cDLC _dYDXCP _dBTCTA _dBDX _dOCLCO _dOCLCQ _dOCLCO _dOCLCF _dOCLCO _dUAB
041			_aEnglish
042			_apcc
050	0	0	_aHF5415.1255 _bD37 2016
100			_aD'Arienzo, William, _eauthor. _925690
245	1	0	_aBrand management strategies _b: luxury and mass markets _c/ William D'Arienzo.
264		1	_aNew York : _bFairchild Books, an imprint of Bloomsbury Publishing Inc, _c2016.
264		4	_c©2016
300			_axv, 368 pages : _billustrations ; _c24 cm
504			_aIncludes bibliographical references and index.
505	8		_aPart One: The Evolution of Brands — The Emergence of Brands — The Nature of Luxury Brands — From Luxury to Mass — Part Two: Building the Brand — Segmentation Models — Brand Loyalty — The Brand Promise — Measuring Brand Value — Creating Brand Names and Protecting Trademarks — Part Three: Maintaining the Brand — Staying On-Brand in a Consumer-Centric Age — The Brand Lifecycle — Consumer Brand Engagement — Part Four: Brand Perspectives in the Global and Digital World — Mass Brand Management in a Digital World — Luxury Brand Management in a Digital World — Global Brand Management — Insights and Trends in Brand Management Research.
520			_a"Brand Management Strategies: Luxury and Mass Markets explains how a brand can successfully drive global business development. The text takes an applied approach with supporting examples from current fashion and non-fashion brands. The book provides an introduction to the evolution of branding, next discusses the consumer and business perspectives of branding, and how to create and maintain successful brands. D'Arienzo's approach rests on these three main pillars of branding: We are all in the Consumer Packaged Goods business. We are all in the business of solving problems for consumers rather than selling to them. We are all in a consumer-centric global culture and brands are its universal language. Building from this strategic framework, a unique theme throughout this book is the analyses of luxury brand strategies and how they differ from their mainstream mass market brand counterparts. Matrices and tools in the book have been developed and tested in both the classroom and boardroom. Brand Management Strategies provides students with the tools, techniques, and strategies needed to learn how to effectively establish a brand and build a sustainable business."-- _cProvided by publisher.
520			_a"Brand Management Strategies: Luxury and Mass Markets explains how a brand can successfully drive global business development. The text takes an applied approach with supporting examples from current fashion and non-fashion brands. The book provides an introduction to the evolution of branding, next discusses the consumer and business perspectives of branding, and how to create and maintain successful brands. D'Arienzo's approach rests on these three main pillars of branding: We are all in the Consumer Packaged Goods business. We are all in the business of solving problems for consumers rather than selling to them. We are all in a consumer-centric global culture and brands are its universal language. Building from this strategic framework, a unique theme throughout this book is the analyses of luxury brand strategies and how they differ from their mainstream mass market brand counterparts. Matrices and tools in the book have been developed and tested in both the classroom and boardroom. Brand Management Strategies provides students with the tools, techniques, and strategies needed to learn how to effectively establish a brand and build a sustainable business"-- _cProvided by publisher.
650		0	_aBranding (Marketing) _96284
650		0	_aBrand name products _xManagement _92369
650		0	_aCustomer relations _93627
942			_2lcc
999			_c4833 _d4833