Pierre-Yves Donzé and Harry Guhl analyze the strategies used to relaunch luxury brands, focusing on 11 case studies from the Swiss watch industry including Patek Philippe, Hublot and Breguet.
This perceptive study reveals the role of heritage in successful luxury brand management, showcasing how it has been strategically employed to revive brands in three ways: relaunching vanished brands; recovery of declining brands; and leveraging heritage to launch completely new brands. Tracking the history and growth of this influential market from its transformation into a luxury industry to the impact of the Apple Watch, the authors provide statistical overviews and explore topics such as the importance of heritage, the legal protection of trademarks and the success and failure of certain brand revivals.
Bringing industry expertise as well as an academic perspective, the authors offer both a practical and critical insight into this lucrative global industry, making this book an invaluable tool for students and professionals interested in the strategies used to build, market and manage luxury brands.
eBook - PDF
Luxury Brand Management and Heritage Revival
Case Studies from the Swiss Watch Industry
- 177 pages
- English
- PDF
- Available on iOS & Android
eBook - PDF
Luxury Brand Management and Heritage Revival
Case Studies from the Swiss Watch Industry
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Information
Table of contents
- Cover
- Contents
- List of Illustrations
- Foreword
- Introduction
- 1 Bringing luxury sleeping beauties back to life
- 2 The transformation of Swiss watchmaking into a luxury industry
- 3 Brand management in the watch industry
- 4 The revival of vanished brands
- 5 Brand revival and the recovery of declining firms
- 6 Creating new brands from heritage
- Conclusion
- Notes
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Yes, you can access Luxury Brand Management and Heritage Revival by Pierre-Yves Donzé,Harry Guhl in PDF and/or ePUB format, as well as other popular books in Business & Fashion & Textile Industry. We have over 1.5 million books available in our catalogue for you to explore.