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Brand Management Strategies: Luxury & Mass Markets

By: Material type: TextTextLanguage: English Publication details: 2016Description: 368ISBN:
  • 9781501306679
Subject(s): DDC classification:
  • 687
Summary: PART I EVOLUTION OF BRANDS 1. The Emergence of Brands 2. The Nature of Luxury Brands 3. From Luxury to Mass PART II BUILDING THE BRAND 4. Segmentation Models 5. Brand Loyalty 6. The Brand Value 7. Measuring Brand Value 8. Creating Brand Names & Protecting Trademarks PART III MAINTAINING THE BRAND 9. Staying on-Brand at Retails in a Consumer Centric Age 10. Managing the Brand Life Cycle 11. Consumer Brand Engagement PART IV BRAND PERSPECTIVES IN THE GLOBAL & DIGITAL WORLD 12. Mass Brand Management in a Digital World 13. Luxury Brand Management in a Digital World 14. Global Brand Management 15. Insights & Trends in Brand Management Research
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Item type Current library Call number Status Notes Barcode
Reference book School of Fashion Technology 687 (Browse shelf(Opens below)) Available (not for issue) 003569 SOFT-BK-3569

PART I EVOLUTION OF BRANDS
1. The Emergence of Brands
2. The Nature of Luxury Brands
3. From Luxury to Mass
PART II BUILDING THE BRAND
4. Segmentation Models
5. Brand Loyalty
6. The Brand Value
7. Measuring Brand Value
8. Creating Brand Names & Protecting Trademarks
PART III MAINTAINING THE BRAND
9. Staying on-Brand at Retails in a Consumer Centric Age
10. Managing the Brand Life Cycle
11. Consumer Brand Engagement
PART IV BRAND PERSPECTIVES IN THE GLOBAL & DIGITAL WORLD
12. Mass Brand Management in a Digital World
13. Luxury Brand Management in a Digital World
14. Global Brand Management
15. Insights & Trends in Brand Management Research

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