Brand Management Strategies by D'Arienzo William
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(R) 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.