"Brand Management Strategies: Luxury and Mass Markets explains how a brand can successfully drive global business development. The text takes an applied approach with supporting examples from current fashion and non-fashion brands. The book provides an introduction to the evolution of branding,...

Markenmanagement-Grundlagen Was Automobilmarken wert sind Ergebnisse der Brand Management-Studie von Mercer Management Consulting Corporate Identity und Corporate Design als Elemente des Markenkerns Premium- versus Massenmarken Werbung als Hebel zur Markenpositionierung Erfolgsstrategien von...