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 Marketspresents 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 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