Brand Management Strategies: Luxury and Mass Markets

by William D'Arienzo

Overview

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.

Product Details

ISBN-13:	9781501306679
Publisher:	Bloomsbury Academic
Publication date:	09/22/2016
Edition description:	New Edition
Pages:	384
Product dimensions:	7.30(w) x 9.20(h) x 0.40(d)

About the Author

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.

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

Editorial 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

"Brand 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

From the Publisher