Brand Management Strategies: Luxury and Mass Markets - Bundle Book + Studio Access Card

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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 and Mass Markets presents 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 authors 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 strategy and business. Features - Filled with current examples from fashion brands such as Burberry, Coach, and Target and non-fashion brands including Apple, Hyundai, Porsche, Ritz Carlton Hotels, and more - Brandstorming: Successes and Failures depict real world case studies of successfuland not so successfulbranding strategies - Experiential learning tools include learning objectives, bolded key terms, and end of chapter Conversations discussion 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 - Instructors Guide provides suggestions for planning the course and using the text in the classroom, supplemental assignments, lecture notes, and Test Bank with sample test questions for each chapter - PowerPoint presentations include full color images from the book and provide a framework for lecture and discussion

Reviews

If I had the book prior to our launch, the road would have been easier to navigate! I heartily recommend you read it for global strategies, brand engagement and why the customer matters. -- Francois Dossa * CEO, Nissan Brazil *
Brand Management Strategies: Luxury and Mass Markets by William D'Arienzo is one of the most interesting and informative books on branding I have read. From paper marketing to digital brand thinking, it's all here, in one place. -- Richard Shapiro * Founder and President, The Center for Client Retention *
Professor DArienzo provides a comprehensive up-to-the-moment guided tour of the critical elements essential to brand management success in todays digitally-driven reality. The carefully chosen Brandstorming examples provided throughout masterfully bring the key insights to life. ...they provide the sort of true aha! moments that define a must-read. -- Larry DeParis * President, The Retail Marketing Society *
Bill has developed a matrix that is a smart guideline for all brand leaders, large or small, who are looking to connect with their core customers and develop sustainable relationships. A must read. -- Robin Lewis * CEO/Founder, The Robin Report, Author, The New Rules of Retail *
Brand Management Strategies: Luxury And Mass Markets is encyclopedic. If you care about managing a brand or want to learn about it, the topics you want are in this book. -- Richard Kestenbaum * Partner, Triangle Capital *
The authors experience, both in industry and in teaching, is a strength of this book. Many books are written from only one of these perspectives and are missing key elements to make it both teachable and industry applicable. -- Melissa Abner, University of Central Missouri, US * Melissa Abner, University of Central Missouri, US *
DArienzos branding text book is a strong candidate for any marketing professor to consider (along with Kevin Kellers popular Strategic Brand Management, 2012) It is a detailed and thorough contribution, with many useful models, stories, and brief case studies. DArienzo is the CEO of branding consultancies Wm. DArienzo Associates, Inc. and ApparelAnalytics. He has worked with firms and brands including Ambrosetti, Burberry, and Brooks Brothers. * CHOICE *

Author Bio

William DArienzo, Ph.D., is founder of and currently facilitates the Brand Management Experience program at the Fashion Institute of Technology (FIT), USA, and is an adjunct Assistant Professor at Rider University, College of Business, USA. He is the founder and CEO of Wm. DArienzo Associates, Inc., a training and consultancy firm and is also CEO of Apparel Analytics, an online consumer research service.