Brand Management Strategies Cover Image

Brand Management Strategies

Luxury and Mass Markets

eBook

William D’Arienzo


ISBN:
978-1-5013-1746-0 (online)
978-1-5013-0667-9 (paperback)
978-1-5013-0668-6 (epdf)
Published:
2016
DOI:
10.5040/9781501317460
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Abstract

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.


Table of contents