and impact of virtual worlds built around a global brand -- Disney's toontown -- Coke studios -- vMTV -- Success stories … -- Reflections on trends, user behaviors and the impact on business and brand strategies …

"Brand Management Strategies: Luxury and Mass Markets explains how a brand can successfully drive global business … strategic framework, a unique theme throughout this book is the analyses of luxury brand strategies and how they differ from … their mainstream mass market brand counterparts. Matrices and tools in the book have been developed and tested in both the …