BRAND MANAGEMENT STRATEGIES

William D'Arienzo

Book Cover

EBOOK + STUDIO

ISBN:
9781501318429
Published:
SEP 08, 2016
Other Formats ISBN
Paperback + Studio 9781501318436
eBook 9781501306686
Paperback 9781501306679
Companion Study Tools ISBN
Studio 9781501318405

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Please note that exam/inspection copies and instructor resources are only available to instructors and faculty staff at recognized institutions.


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The Book

Table of Contents

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
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's Lifecycle
11. Consumer Brand Engagement
Part Four: Brand Perspectives in the Global and Digital World
12. Mass Brand Management in a Digital World
13. Luxury Brand Management in a Digital World
14. Global Brand Management
15. Insights andTrends in Brand Management Research
Glossary
Index



Format:
eBook + Studio
Imprint:
Fairchild Books

FLASHCARDS

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