Managing Luxury Brands
A Complete Guide to Contemporary Luxury Brand Strategies
- 360 pages
- English
- ePUB (mobile friendly)
- Available on iOS & Android
About this book
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.
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Information
Table of contents
- About the contributors
- 01 Definitions of luxury and key facets of luxury branding Eleonora Cattaneo
- PART ONE Luxury: a changing paradigm?
- 02 The evolving meaning of luxury brands and a framework for creating modern prestige J P Kuehlwein
- 03 Luxury trends accelerated by the Covid-19 pandemic Glyn Atwal
- 04 The environmental and social impact of luxury: consumer concerns and practices Yan Sun and Rachel Wang
- PART TWO Managing luxury brands today
- 05 Sustainable luxury and circular economy Yan Sun
- 06 Advances in digital: new opportunities for luxury retail Nicoletta Giusti and Tiziana Tini
- 07 Developing profitable customer relationships through AI Annalisa Tarquini-Poli and Phil Klaus
- PART THREE New directions in luxury branding
- 08 Luxury in the Metaverse: The five forces of value creation for luxury brands in the Metaverse Alessandro Brun and Alessandro Donetti
- 09 The ‘brand origin’ dilemma Glyn Atwal and Klaus Heine
- 10 The niche world of ultra-luxury brands: A unique set of customers and how to act differently to serve them Matteo Atti
- 11 The old is the new ‘new’: Emerging business models in the luxury field: renting and resale Roberta Crespi and Alice Guzzetti
- 12 Future industry developments: Experiential luxury, extreme personalization and bringing back the human factor in luxury branding Alessandro Brun
- Index