Managing Luxury Brands (eBook, ePUB)

A Complete Guide to Contemporary Luxury Brand Strategies
Redaktion: Cattaneo, Eleonora

• Format: ePub

Produktbeschreibung

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 and video interviews with industry experts. This textbook is an invaluable resource for any student studying luxury brand management.

Produktdetails

• Verlag: Kogan Page eBook
• Seitenzahl: 360
• Erscheinungstermin: 3. März 2023
• Englisch
• ISBN-13: 9781398606739
• Artikelnr.: 67497181

Autorenporträt

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.

Inhaltsangabe

Chapter
01: Definitions of luxury and key facets of luxury branding; Section
ONE: Luxury
a changing paradigm?; Chapter
02: The evolving meaning of luxury brands and a framework for creating modern prestige; Chapter
03: Luxury trends accelerated by the Covid
19 pandemic; Chapter
04: The environmental and social impact of luxury
consumer concerns and practices; Section
TWO: Managing luxury brands today; Chapter
05: Sustainable luxury and circular economy; Chapter
06: Advances in digital
new opportunities for luxury retail; Chapter
07: Developing profitable customer relationships through AI; Section
THREE: New directions in luxury branding; Chapter
08: Luxury in the Metaverse
The five forces of value creation for luxury brands in the Metaverse; Chapter
09: The 'brand origin' dilemma; Chapter
10: The niche world of ultra
luxury brands
A unique set of customers and how to act differently to serve them; Chapter
11: The old is the new 'new'
Emerging business models in the luxury field
renting and resale; Chapter
12: Future industry developments
Experiential luxury, extreme personalization and bringing back the human factor in luxury branding;