000			02118nam a22002537a 4500
003			USANT
005			20250718135046.0
008			240824b |||||||| |||| 00| 0 eng d
020			_a9781501318436
040			_aUSANT _beng _cUSANT _erda
082	0	0	_a658.8/27 _bD78 _223
100	1		_aD'Arienzo, William, _eauthor.
245	1	0	_aBrand management strategies : _bluxury and mass markets / _cby William D'Arienzo.
260			_aNew York : _bFairchilds Books, _c2016.
300			_axv, 368 pages : _billustrations, tables, figures ; _c24 cm.
500			_aIncludes 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.
650		0	_aBranding (Marketing).
650		0	_aBrand name products _xManagement.
650		0	_aCustomer relations.
650		0	_aBISAC : BUSINESS & ECONOMICS / Industries / Retailing.
650		0	_aBISAC : BUSINESS & ECONOMICS / Industries / Fashion & Textile Industry.
942			_2ddc _cBK _h658.8/27 _iD78 _kCIR _m2016 _n0 _e23
999			_c6299 _d6299