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International Luxury Brand Strategy

2021-11-21 Business & Economics
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Release : 2021-11-21
Genre : Business & Economics
Kind : eBook
Book Rating : 964/5 ( reviews)

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Book Synopsis International Luxury Brand Strategy by : Pierre Xiao Lu

Download or read book International Luxury Brand Strategy written by Pierre Xiao Lu. This book was released on 2021-11-21. Available in PDF, EPUB and Kindle. Book excerpt: This book looks at luxury brand management and strategy from theory to practice and presents new theoretical models and solutions for how to create and develop a worldwide luxury brand in the twenty-first century. The book gives an overview of how a luxury brand is created through the understanding and application of economic rules and through firms adopting new management models across multiple business dimensions. It also explains the application of theories and models and illustrates specific issues through case studies drawn from international markets such as China and France. The Chinese cases provide unique opportunities and insights into how these new luxury brands were created and how they have benefited from the international market over time. From the international brand management perspective, this book is a useful reference for anyone who wants to learn more about luxury brand management and to better understand how the international market has evolved and how products may change the rules of the game.

The Luxury Strategy

2012-09-03 Business & Economics
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Release : 2012-09-03
Genre : Business & Economics
Kind : eBook
Book Rating : 925/5 ( reviews)

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Book Synopsis The Luxury Strategy by : Jean-Noël Kapferer

Download or read book The Luxury Strategy written by Jean-Noël Kapferer. This book was released on 2012-09-03. Available in PDF, EPUB and Kindle. Book excerpt: Discover the secrets to successful luxury brand management with this bestselling guide written by two of the world's leading experts on luxury branding, Jean-Noël Kapferer and Vincent Bastien, providing a unique blueprint for luxury brands and companies. Having established itself as the definitive work on the essence of a luxury brand strategy, this book defines the differences between premium and luxury brands and products, analyzing the nature of true luxury brands and turning established marketing 'rules' upside-down. Written by two world experts on luxury branding, The Luxury Strategy provides the first rigorous blueprint for the effective management of luxury brands and companies at the highest level. This fully revised second edition of The Luxury Strategy explores the diversity of meanings of 'luxury' across different markets. It rationalizes those business models that have achieved profitability and unveils the original methods that were used to transform small family businesses such as Ferrari, Louis Vuitton, Cartier, Chanel, Armani, Gucci, and Ralph Lauren into profitable global brands. Now with a new section on marketing and selling luxury goods online and the impact of social networks and digital developments, this book has truly cemented its position as the authority on luxury strategy.

Luxury Brand Management

2012-05-18 Business & Economics
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Release : 2012-05-18
Genre : Business & Economics
Kind : eBook
Book Rating : 799/5 ( reviews)

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Book Synopsis Luxury Brand Management by : Michel Chevalier

Download or read book Luxury Brand Management written by Michel Chevalier. This book was released on 2012-05-18. Available in PDF, EPUB and Kindle. Book excerpt: The definitive guide to managing a luxury brand, newly revised and updated What defines a luxury brand? Traditional wisdom suggests that it's one that's selective and exclusive—to such a degree that only one brand can exist within each retail category (automobiles, fragrances, cosmetics, etc.). But this definition is inherently restrictive, failing to take into account the way in which luxury brands today are increasingly identified as such by their placement in stores and how consumers perceive them. This revised and updated edition of Luxury Brand Management, the first comprehensive book on luxury brand management, looks at the world of branding today. Written by two renowned insiders, the book builds on this new, broader definition of luxury and examines more than 450 internationally known brands from a wide range of industries. Packed with new information covering the financial crisis's impact on luxury brands, and looking towards a new period of growth, the book reconciles management, marketing, and creation with real-life examples and management tools that the authors have successfully used in their professional careers. Includes dedicated chapters focusing on each of the main functions of a luxury brand, including brand creation, the complexity of managing brand identity, the convergence of arts and brands, and much more Addresses the practical functions that can make or break bottom lines and affect brand perception, such as distribution, retailing, logistics, and licensing Focuses on brand life-cycle, brand identity, and licensing issues A compelling and comprehensive examination of the different dimensions of luxury management in various sectors, this new edition of the classic text on brand management is essential reading for anyone working with or interested in making the most of a luxury brand in the post-recession world.

Global Marketing Strategies for the Promotion of Luxury Goods

2016-03-31 Business & Economics
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Release : 2016-03-31
Genre : Business & Economics
Kind : eBook
Book Rating : 590/5 ( reviews)

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Book Synopsis Global Marketing Strategies for the Promotion of Luxury Goods by : Mosca, Fabrizio

Download or read book Global Marketing Strategies for the Promotion of Luxury Goods written by Mosca, Fabrizio. This book was released on 2016-03-31. Available in PDF, EPUB and Kindle. Book excerpt: Vast markets for high-symbolic-value goods serve as an expansive worldwide arena where luxury brands and products compete for consumer attention. As global luxury markets have grown and continue to grow, uncovering successful methods for maintaining brand image and consumer desire is critical to the success of high-end brands. Global Marketing Strategies for the Promotion of Luxury Goods explores the latest promotional trends, business models, and challenges within the luxury goods market. Focusing on strategies for achieving competitive advantage, new market development, as well as the role of the media in luxury brand building, this timely reference publication is designed for use by business professionals, researchers, and graduate-level students.

Luxury Fashion Branding

2016-01-18 Business & Economics
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Release : 2016-01-18
Genre : Business & Economics
Kind : eBook
Book Rating : 888/5 ( reviews)

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Book Synopsis Luxury Fashion Branding by : U. Okonkwo

Download or read book Luxury Fashion Branding written by U. Okonkwo. This book was released on 2016-01-18. Available in PDF, EPUB and Kindle. Book excerpt: This groundbreaking fashion branding and management text brings an analytical business dimension to the marketing and corporate techniques of the luxury fashion goods industry. It will make engaging reading for anyone who wishes to learn about the captivating business of turning functional products into objects of desire.

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