Brand Management Strategies: Bundle Book + Studio Access Card: Luxury and Mass Markets

D'Arienzo, William

 
9781501318436: Brand Management Strategies: Bundle Book + Studio Access Card: Luxury and Mass Markets
ISBN 10: 1501318438 ISBN 13: 9781501318436
Verlag: Bloomsbury Publishing PLC, 2016

Inhaltsangabe

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 to Mass Marketpresents 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, 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 Conversationsdiscussion 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

This bundle includes Brand Management Strategies and Brand Management Strategies STUDIO Access Card.

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Über die Autorin bzw. den Autor

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.

Von der hinteren Coverseite

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.

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Verlag
Bloomsbury Publishing PLC
Erscheinungsdatum
2016
Sprache
Englisch
ISBN 10 
1501318438
ISBN 13 
9781501318436
Einband
Sonstiges Zubehör
Auflage
1
Anzahl der Seiten
368
Kontakt zum Hersteller
Nicht verfügbar
Verantwortliche Person
Nicht verfügbar