000			04745cam a2200409 i 4500
999			_c152541 _d152541
001			19056584
003			LDD
005			20190102134611.0
008			160415s2016 nyu b 000 0 eng
010			_a 2016016991
020			_a9781501306679 (paperback)
020			_z9781501306686 (ePDF)
040			_aDLC _beng _cDLC _erda _dDLC
042			_apcc
050	0	0	_aHF5415.1255 _bD37 2016
082	0	0	_a658.827 D24B _223
084			_aBUS057000 _aBUS070090 _2bisacsh
100	1		_aD'Arienzo, William, _eauthor. _92389
245	1	0	_aBrand management strategies : _bluxury and mass markets / _cWilliam D'Arienzo.
264		1	_aNew York : _bFairchild Books, An imprint of Bloomsbury Publishing Inc : _bBloomsbury, _c2016.
300			_axv, 368 pages ; _c24 cm
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
504			_aIncludes bibliographical references (pages 358-359).
505	8		_aMachine generated contents note: -- Preface -- 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: the Consumer-Brand Relationship -- 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 Lifecycle -- 11. Consumer Brand Engagement -- Part Four: Global and Digital Brand Strategies -- 12. Mass Brand Management in a Digital World -- 13. Luxury Brand Management in a Digital World -- 14. Global Brand Management -- 15. Emerging Trends in Brand Management Research -- Bibliography -- Glossary -- Index.
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) _9572
650		0	_aBrand name products _xManagement. _92345
650		0	_aCustomer relations. _92390
650		7	_aBUSINESS & ECONOMICS / Industries / Retailing. _2bisacsh _92391
650		7	_aBUSINESS & ECONOMICS / Industries / Fashion & Textile Industry. _2bisacsh _92392
906			_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg
942			_2ddc _cBK _h658.827 D24B