Brand Management Strategies: Luxury and Mass Markets

D'Arienzo, William

 
9781501318436: Brand Management Strategies: Luxury and Mass Markets
ISBN 10 : 1501318438 ISBN 13 : 9781501318436
Editeur : Fairchild Books, 2016

Synopsis

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.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

À propos de l?auteur

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.

À propos de la quatrième de couverture

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.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Fairchild Books
Date d'édition
2016
Langue
anglais
ISBN 10 
1501318438
ISBN 13 
9781501318436
Reliure
Fournitures diverses
Nombre de pages
368
Coordonnées du fabricant
non disponible
Personne responsable
non disponible