Managing Luxury Brands

Beschreibung

Understand what makes a luxury brand, how to market one successfully and the latest opportunities created by technological developments and end-to-end sustainability with this complete guide to luxury brand management.
Learn what makes a luxury brand, how to successfully market them in a changing global context and what opportunities sustainable luxury and the latest technological developments present. Managing Luxury Brands offers comprehensive coverage of key and cutting-edge topics in luxury brand management. Examining the socio-cultural contexts of luxury and the ways in which prestige brands create meaning, it presents a framework for understanding, analysing and developing a modern luxury brand. Unlike many other texts, it also explores the environmental and social impact of luxury, sustainable luxury and the opportunities of new technological innovations including the metaverse, artificial intelligence and non-fungible tokens (NFTs). With case studies and examples from a range of brands including Ferrari, Balenciaga and Shang Xia, Managing Luxury Brands brings together insights from leading academics in the field from across the globe who draw on extensive consulting and industry experience. Supported by a range of features which include learning objectives, discussion questions and chapter summaries, accompanying online resources consist of lecture slides for each chapter. This textbook is an invaluable resource for any student studying luxury brand management.
Explores what makes a luxury brand and how to market them in a changing global context
Shows how luxury brands can develop customer relationships through AR and AI and embrace end-to-end sustainability and the circular economy
Contains case studies from international brands such as Ferrari, Balenciaga and Shang Xia as well as discussion points and suggestions for further reading
Online resources: lecture slides for each chapter
Written by leading academics with extensive industry experience and tightly edited into a cohesive whole

Autor*in

Eleonora Cattaneo
Eleonora Cattaneo (ed.) is Professor of Luxury Management and Director of the MSc and Executive Masters in Luxury Brand Management at Glion Institute of Higher Education in Switzerland. Previously, she was Senior Lecturer in luxury marketing and Head of the MA in Luxury Brand Management at Regent's University London. She has extensive consulting experience and has advised global brands and leading luxury hospitality groups. The author of several publications and papers, her research interests focus on rebranding, heritage branding and sustainable luxury buying behaviour. She is based in Ticino, Switzerland.

Themen in »Managing Luxury Brands«

Luxury industry Luxury brand strategy Luxury marketing Luxury consumers Luxury experience Sustainable luxury Luxury digitalization

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"A powerful guide to understanding cultural trends and global patterns that will impact fashion and luxury businesses"
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"For those who want to understand the current and emerging state of the luxury industry, this brilliantly researched work, written by true scholars and practitioners, is a must read."
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"Provides insights into the emerging topics that the industry faces today, backed up by well-researched business cases."
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"One of the most comprehensive takes on what makes the world of luxury tick."
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"Offers an insightful perspective into the key challenges and opportunities for a sector that has specific peculiarities and has proven to be in continuous evolution."
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"A must-read for anyone working in, or looking to enter, luxury brand management."
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