Luxury Brand Management

Beschreibung

The definitive guide to managing a luxury brand, newly revisedand updated What defines a luxury brand? Traditional wisdom suggests thatit's one that's selective and exclusive--to such a degree thatonly one brand can exist within each retail category (automobiles,fragrances, cosmetics, etc.). But this definition is inherentlyrestrictive, failing to take into account the way in which luxurybrands today are increasingly identified as such by their placementin stores and how consumers perceive them. This revised and updatededition of Luxury Brand Management, the first comprehensivebook on luxury brand management, looks at the world of brandingtoday. Written by two renowned insiders, the book builds on this new,broader definition of luxury and examines more than 450internationally known brands from a wide range of industries.Packed with new information covering the financial crisis's impacton luxury brands, and looking towards a new period of growth, thebook reconciles management, marketing, and creation with real-lifeexamples and management tools that the authors have successfullyused in their professional careers. * Includes dedicated chapters focusing on each of the mainfunctions of a luxury brand, including brand creation, thecomplexity of managing brand identity, the convergence of arts andbrands, and much more * Addresses the practical functions that can make or break bottomlines and affect brand perception, such as distribution, retailing,logistics, and licensing * Focuses on brand life-cycle, brand identity, and licensingissues A compelling and comprehensive examination of the differentdimensions of luxury management in various sectors, this newedition of the classic text on brand management is essentialreading for anyone working with or interested in making the most ofa luxury brand in the post-recession world.

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Michel Chevalier

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