Brand management strategies : luxury and mass markets /: luxury and mass markets. (2016)

• Record Type: Book
• Further Information: Note: William D'Arienzo.
• Authors: D'Arienzo, William
• Contents: Machine generated contents note: -- 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: the Consumer-Brand Relationship -- 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 Lifecycle -- 11. Consumer Brand Engagement -- Part Four: Global and Digital Brand Strategies -- 12. Mass Brand Management in a Digital World -- 13. Luxury Brand Management in a Digital World -- 14. Global Brand Management -- 15. Emerging Trends in Brand Management Research -- Bibliography -- Glossary -- Index.
• Publisher Details: New York : Fairchild Books
• Publication Date: 2016
• Extent: 1 online resource (384 pages)
• Subjects: 658.827; Branding (Marketing); Brand name products -- Management; Customer relations; BUSINESS & ECONOMICS / Industries / Retailing; BUSINESS & ECONOMICS / Industries / Fashion & Textile Industry
• Languages: English
• ISBNs: 9781501306686; 1501306685
• Related ISBNs: 9781501318436
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.