Overview

Full Product Details

Author:   William D'Arienzo
Publisher:   Bloomsbury Publishing PLC
Imprint:   Fairchild Books
Weight:   0.800kg
ISBN:  

9781501318436

ISBN 10:   1501318438
Publication Date:   03 November 2016
Audience:   College/higher education ,  Tertiary & Higher Education
Format:   Mixed media product
Publisher's Status:   Active
Availability:   To order  
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Table of Contents

Preface Acknowledgments Part 1: The Evolution of Brands 1. The Emergence of Brands 2. The Nature of Luxury Brands 3. From Luxury to Mass Part 2: 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 3: Maintaining the Brand 9. Staying On-Brand at Retail in a Consumer-Centric Age 10. Managing the Brand Life Cycle 11. Consumer Brand Engagement Part 4: 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 and Trends in Brand Management Research Glossary Credits Index

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 D'Arienzo provides a comprehensive up-to-the-moment guided tour of the critical elements essential to brand management success in today's 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 author's 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 * D'Arienzo's branding text book is a strong candidate for any marketing professor to consider (along with Kevin Keller's popular Strategic Brand Management, 2012) ... It is a detailed and thorough contribution, with many useful models, stories, and brief case studies. D'Arienzo is the CEO of branding consultancies Wm. D'Arienzo Associates, Inc. and ApparelAnalytics. He has worked with firms and brands including Ambrosetti, Burberry, and Brooks Brothers. * CHOICE *

Author Information

William D'Arienzo, 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. D'Arienzo Associates, Inc., a training and consultancy firm and is also CEO of Apparel Analytics, an online consumer research service.

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