International Luxury Brand Strategy

International Luxury Brand Strategy Book in PDF, ePub and Kindle version is available to download in english. Read online anytime anywhere directly from your device. Click on the download button below to get a free pdf file of International Luxury Brand Strategy book. This book definitely worth reading, it is an incredibly well-written.

International Luxury Brand Strategy

Pierre Xiao Lu
International Luxury Brand Strategy Book PDF

Author : Pierre Xiao Lu
Publisher : Routledge
Page : 251 pages
File Size : 44,6 Mb
Release : 2021-11-21
Category : Business & Economics
ISBN : 9780429873966

Get Book

International Luxury Brand Strategy by Pierre Xiao Lu Pdf

This book looks at luxury brand management and strategy from theory to practice and presents new theoretical models and solutions for how to create and develop a worldwide luxury brand in the twenty-first century. The book gives an overview of how a luxury brand is created through the understanding and application of economic rules and through firms adopting new management models across multiple business dimensions. It also explains the application of theories and models and illustrates specific issues through case studies drawn from international markets such as China and France. The Chinese cases provide unique opportunities and insights into how these new luxury brands were created and how they have benefited from the international market over time. From the international brand management perspective, this book is a useful reference for anyone who wants to learn more about luxury brand management and to better understand how the international market has evolved and how products may change the rules of the game.

Luxury Brand Management

Michel Chevalier,Gerald Mazzalovo
Luxury Brand Management Book PDF

Author : Michel Chevalier,Gerald Mazzalovo
Publisher : John Wiley & Sons
Page : 249 pages
File Size : 40,7 Mb
Release : 2012-05-18
Category : Business & Economics
ISBN : 9781118171790

Get Book

Luxury Brand Management by Michel Chevalier,Gerald Mazzalovo Pdf

The definitive guide to managing a luxury brand, newly revised and updated What defines a luxury brand? Traditional wisdom suggests that it's one that's selective and exclusive—to such a degree that only one brand can exist within each retail category (automobiles, fragrances, cosmetics, etc.). But this definition is inherently restrictive, failing to take into account the way in which luxury brands today are increasingly identified as such by their placement in stores and how consumers perceive them. This revised and updated edition of Luxury Brand Management, the first comprehensive book on luxury brand management, looks at the world of branding today. Written by two renowned insiders, the book builds on this new, broader definition of luxury and examines more than 450 internationally known brands from a wide range of industries. Packed with new information covering the financial crisis's impact on luxury brands, and looking towards a new period of growth, the book reconciles management, marketing, and creation with real-life examples and management tools that the authors have successfully used in their professional careers. Includes dedicated chapters focusing on each of the main functions of a luxury brand, including brand creation, the complexity of managing brand identity, the convergence of arts and brands, and much more Addresses the practical functions that can make or break bottom lines and affect brand perception, such as distribution, retailing, logistics, and licensing Focuses on brand life-cycle, brand identity, and licensing issues A compelling and comprehensive examination of the different dimensions of luxury management in various sectors, this new edition of the classic text on brand management is essential reading for anyone working with or interested in making the most of a luxury brand in the post-recession world.

The Luxury Strategy

Jean-Noël Kapferer,Vincent Bastien
The Luxury Strategy Book PDF

Author : Jean-Noël Kapferer,Vincent Bastien
Publisher : Kogan Page Publishers
Page : 408 pages
File Size : 43,5 Mb
Release : 2012-09-03
Category : Business & Economics
ISBN : 9780749464929

Get Book

The Luxury Strategy by Jean-Noël Kapferer,Vincent Bastien Pdf

Discover the secrets to successful luxury brand management with this bestselling guide written by two of the world's leading experts on luxury branding, Jean-Noël Kapferer and Vincent Bastien, providing a unique blueprint for luxury brands and companies. Having established itself as the definitive work on the essence of a luxury brand strategy, this book defines the differences between premium and luxury brands and products, analyzing the nature of true luxury brands and turning established marketing 'rules' upside-down. Written by two world experts on luxury branding, The Luxury Strategy provides the first rigorous blueprint for the effective management of luxury brands and companies at the highest level. This fully revised second edition of The Luxury Strategy explores the diversity of meanings of 'luxury' across different markets. It rationalizes those business models that have achieved profitability and unveils the original methods that were used to transform small family businesses such as Ferrari, Louis Vuitton, Cartier, Chanel, Armani, Gucci, and Ralph Lauren into profitable global brands. Now with a new section on marketing and selling luxury goods online and the impact of social networks and digital developments, this book has truly cemented its position as the authority on luxury strategy.

Developing Successful Global Strategies for Marketing Luxury Brands

Mosca, Fabrizio,Casalegno, Cecilia,Gallo, Rosalia
Developing Successful Global Strategies for Marketing Luxury Brands Book PDF

Author : Mosca, Fabrizio,Casalegno, Cecilia,Gallo, Rosalia
Publisher : IGI Global
Page : 351 pages
File Size : 42,5 Mb
Release : 2021-03-26
Category : Business & Economics
ISBN : 9781799858836

Get Book

Developing Successful Global Strategies for Marketing Luxury Brands by Mosca, Fabrizio,Casalegno, Cecilia,Gallo, Rosalia Pdf

In recent times, the advent of new technologies, the concerns about sustainability, and the new tastes of the youngest generations of luxury consumers have affected the traditional dynamics of the luxury goods markets. These emerging issues have caused significant changes in the marketing of luxury goods. Sustainable development is not a new practice in the luxury market but is of increasing importance. The real challenge is for luxury companies to overcome the residual corporate social responsibility perspective to embrace a real integration of environmental, ethical, and social concerns into the corporate strategy. Integrated output and sustainable processes, the introduction of non-financial reporting as operational practice, and a new orientation to circular economy practices are emerging issues that still today request for a deeper exploration both on the academic and managerial point of view. Digitalization is another relevant issue that is reshaping the business model of luxury companies. Big data, blockchain, omnichannel experience, and digital customer experience represent the main digital challenges that luxury brand companies are facing nowadays. Luxury brands must keep up with these digital demands and sustainability concerns to maintain their position in the global market. Developing Successful Global Strategies for Marketing Luxury Brands upgrades the most relevant theoretical frameworks and empirical research about the marketing of luxury goods. This book is focused on contemporary issues affecting luxury industries such as digital transformation (blockchain, big data, analytics, innovation processes), sustainable development, changes in luxury consumers’ behavior, integration between physical and online channels, and the development of social media marketing strategies. Chapters will cover areas of marketing, management, buyer behavior, and international business, creating a multidisciplinary approach for this book. This book is ideal for scholars, local government agencies and public bodies, managers, luxury business owners, along with practitioners, stakeholders, researchers, academicians, and students who are interested in emerging issues affecting the luxury market, such as sustainability and digital transformation.

The Road to Luxury

Ashok Som,Christian Blanckaert
The Road to Luxury Book PDF

Author : Ashok Som,Christian Blanckaert
Publisher : John Wiley & Sons
Page : 519 pages
File Size : 53,6 Mb
Release : 2021-10-26
Category : Business & Economics
ISBN : 9781119741312

Get Book

The Road to Luxury by Ashok Som,Christian Blanckaert Pdf

Discover the meaning of the latest trends in the luxury industry with this resource from leading voices in the field The thoroughly revised Second Edition of The Road to Luxury: The New Frontiers in Luxury Brand Management delivers a comprehensive overview of the foundations of, and new developments in, luxury brands. The book discusses a new wave of mergers and acquisitions, the rise of Gucci, the growth of Balenciaga, a variety of new collaborations between different companies, a growing support for sustainability, and the COVID-19 pandemic. Readers will also benefit from the inclusion of: An insightful analysis of the impact and meaning of the COVID-19 for the luxury industry, particularly for market growth in China The creation of savoir faire and business plan competitions in the luxury industry LVMH's sponsoring of Viva Technology Perfect for students in MBA programs or taking degrees or courses in Luxury Brand Management, The Road to Luxury will also earn a place in the libraries of executives and managers in the luxury business, marketing, branding, and advertising professionals and companies, and entrepreneurs interested in the workings of the luxury industry.

Advances in Luxury Brand Management

Jean-Noël Kapferer,Joachim Kernstock,Tim Oliver Brexendorf,Shaun M. Powell
Advances in Luxury Brand Management Book PDF

Author : Jean-Noël Kapferer,Joachim Kernstock,Tim Oliver Brexendorf,Shaun M. Powell
Publisher : Springer
Page : 256 pages
File Size : 44,7 Mb
Release : 2017-09-21
Category : Business & Economics
ISBN : 9783319511276

Get Book

Advances in Luxury Brand Management by Jean-Noël Kapferer,Joachim Kernstock,Tim Oliver Brexendorf,Shaun M. Powell Pdf

Presenting some of the most significant research on the modern understanding of luxury, this edited collection of articles from the Journal of Brand Management explores the complex relationships consumers tie with luxury, and the unique characteristics of luxury brand management. Covering the segmentation of luxury consumers worldwide, the specificity of luxury management, the role of sustainability for luxury brands and major insights from a customer point of view, Advances in Luxury Brand Management is essential reading for upper level students as well as scholars and discerning practitioners.

Global Marketing Strategies for the Promotion of Luxury Goods

Mosca, Fabrizio
Global Marketing Strategies for the Promotion of Luxury Goods Book PDF

Author : Mosca, Fabrizio
Publisher : IGI Global
Page : 329 pages
File Size : 52,9 Mb
Release : 2016-03-31
Category : Business & Economics
ISBN : 9781466699595

Get Book

Global Marketing Strategies for the Promotion of Luxury Goods by Mosca, Fabrizio Pdf

Vast markets for high-symbolic-value goods serve as an expansive worldwide arena where luxury brands and products compete for consumer attention. As global luxury markets have grown and continue to grow, uncovering successful methods for maintaining brand image and consumer desire is critical to the success of high-end brands. Global Marketing Strategies for the Promotion of Luxury Goods explores the latest promotional trends, business models, and challenges within the luxury goods market. Focusing on strategies for achieving competitive advantage, new market development, as well as the role of the media in luxury brand building, this timely reference publication is designed for use by business professionals, researchers, and graduate-level students.

Global Luxury Trends

J. Hoffmann,I. Coste-Manière
Global Luxury Trends Book PDF

Author : J. Hoffmann,I. Coste-Manière
Publisher : Springer
Page : 275 pages
File Size : 43,6 Mb
Release : 2012-12-04
Category : Business & Economics
ISBN : 9781137287397

Get Book

Global Luxury Trends by J. Hoffmann,I. Coste-Manière Pdf

The rise of emerging market luxury brands, digital and online innovations, and growth in consumption globally has opened the doors for seasoned luxury houses and new players to expand their horizons. This book charts the trends that are shaping the luxury industry, particularly the rise of the luxury industry in Asia and emerging markets.

Luxury Marketing

Klaus-Peter Wiedmann,Nadine Hennigs
Luxury Marketing Book PDF

Author : Klaus-Peter Wiedmann,Nadine Hennigs
Publisher : Springer Science & Business Media
Page : 416 pages
File Size : 40,9 Mb
Release : 2012-11-10
Category : Business & Economics
ISBN : 9783834943996

Get Book

Luxury Marketing by Klaus-Peter Wiedmann,Nadine Hennigs Pdf

​ The luxury market has transformed from its traditional conspicuous consumption model to a new experiential luxury sensibility that is marked by a change in how consumers define luxury. In a global context, it is crucial to understand why consumers buy luxury, what they believe luxury is, and how their perception of luxury value impacts their buying behavior. This handbook aims to provide a holistic approach to luxury marketing with respect to the characteristics and the key challenges and opportunities of luxury brand management. Therefore, the multifaceted contributions by authors from different parts of the world will offer both a research and management perspective of luxury marketing and deliver a concentrated body of knowledge with contributions from diverse elements.

The Management of Luxury

Benjamin Berghaus,Günter Müller-Stewens,Sven Reinecke
The Management of Luxury Book PDF

Author : Benjamin Berghaus,Günter Müller-Stewens,Sven Reinecke
Publisher : Kogan Page Publishers
Page : 497 pages
File Size : 54,7 Mb
Release : 2018-06-03
Category : Business & Economics
ISBN : 9780749481810

Get Book

The Management of Luxury by Benjamin Berghaus,Günter Müller-Stewens,Sven Reinecke Pdf

Examine luxury branding on a global scale, with more than fifty cutting edge contributions from the foremost thought leaders in luxury management and marketing. The Management of Luxury, second edition, presents a unique snapshot of best practice insights into the increasing challenges faced in luxury business, with contributions shared by more than fifty global leaders on luxury management. The highly renowned editors draw these together into one essential handbook, ranging from luxury brand strategy, luxury consumer behaviour and market positioning, through to management succession, heritage, counterfeiting and competing effectively as a luxury SME. Fully updated in its second edition, The Management of Luxury explores the newly evolving direction of Asian market trends and how to integrate digitalization into sales and product strategies. Both are crucial for competitive advantage in the luxury market, featured alongside iconic case studies such as Burberry, Louis Vuitton and Leica. The book's value is not only in streamlining management processes and return on investment; but equally for those who marvel at an industry unlike any other, striving to trust both in the conventional and innovate new paths towards the extraordinary. Highly influential, applicable and enlightening, it is a vital addition to every luxury business manager's collection.

The Art of Digital Marketing for Fashion and Luxury Brands

Wilson Ozuem,Silvia Ranfagni
The Art of Digital Marketing for Fashion and Luxury Brands Book PDF

Author : Wilson Ozuem,Silvia Ranfagni
Publisher : Springer Nature
Page : 471 pages
File Size : 55,7 Mb
Release : 2021-07-17
Category : Business & Economics
ISBN : 9783030703240

Get Book

The Art of Digital Marketing for Fashion and Luxury Brands by Wilson Ozuem,Silvia Ranfagni Pdf

This book explores omnichannel fashion and luxury retailing with a particular emphasis on the role of computer-mediated marketing environments in determining a consumer’s purchase and post-purchase trajectories. The fashion industry has evolved rapidly over the last few years with the diffusion of fast fashion and luxury democratization, not to mention the advent of ICT and the development of communication. Today, fashion companies face new challenges, such as how to manage brands and how to choose between marketplaces and digital marketspaces. While some companies focus on one channel selection, others embrace the omnichannel choice and look for a balance between the two environments. Whatever the strategy, it is essential to manage these touch-points in order to create interaction between consumers and brands, provide meaningful customer experiences, and to maximize customers’ engagement. An insightful read for scholars in marketing, fashion and retail, this book investigates the triangulation between branding, marketplace, and marketspace and its impact on the organization.

The Road to Luxury

Ashok Som,Christian Blanckaert
The Road to Luxury Book PDF

Author : Ashok Som,Christian Blanckaert
Publisher : John Wiley & Sons
Page : 432 pages
File Size : 41,8 Mb
Release : 2015-01-28
Category : Business & Economics
ISBN : 9780470830048

Get Book

The Road to Luxury by Ashok Som,Christian Blanckaert Pdf

A thorough, comprehensive guide to the luxury goods industry for executives, entrepreneurs, and students interested to know about the luxury business As key new luxury markets like Asia, Latin America and Africa continue to expand, The Road to Luxury: The Evolution, Markets and Strategies of Luxury Brand Management gives professionals interested in the industry a holistic understanding of luxury market dynamics around the world using stories, experiences, relevant data and statistics on current market trends. For investors, the book offers valuable insight on where the industry is headed. For industry insiders and executives, it presents valuable data with which to craft successful business strategies. The definitive insider's guide to the luxury sector by leading figures in the field Includes rigorous academic data, including information on the business attractiveness and appropriateness of various country markets Examines strategies and success factors of key players, and insight into the systems and operations, retail, distribution and e-commerce, emerging markets and emerging brands, as well as management styles For professionals in the luxury industry, as well as those studying it or investing in it, The Road to Luxury presents a complete and information-packed resource covering virtually every aspect of this growing sector.

Luxury Brand Management in Digital and Sustainable Times

Michel Chevalier,Gerald Mazzalovo
Luxury Brand Management in Digital and Sustainable Times Book PDF

Author : Michel Chevalier,Gerald Mazzalovo
Publisher : John Wiley & Sons
Page : 544 pages
File Size : 40,7 Mb
Release : 2021-02-08
Category : Business & Economics
ISBN : 9781119706281

Get Book

Luxury Brand Management in Digital and Sustainable Times by Michel Chevalier,Gerald Mazzalovo Pdf

Learn about the luxury brand industry from the inside out with this masterful and insightful resource The newly revised Fourth Edition of Luxury Brand Management in Digital and Sustainable Times delivers a timely re-examination of what constitutes the contemporary luxury brand landscape and the current trends that shape the sector. Distinguished experts and authors Michel Chevalier and Gerald Mazzalovo provide readers with a comprehensive treatment of the macro- and micro-economic aspects of management, communication, distribution, logistics, and creation in the luxury industry. Readers will learn about the growing importance of authenticity and sustainability in the management of fashion, perfume, cosmetics, spirits, hotels and hospitality, jewelry, and other luxury brands, as well as the strategic issues facing the companies featured in the book. The new edition offers: A new chapter on the "Luxury of Tomorrow," with a particular focus on authenticity and durable development A completely revised chapter on "Communication in Digital Times," which takes into account the digital dimension of brand identity and its implications on customer engagement activities and where the concept of Customer Journey is introduced as a key marketing tool A rewritten chapter on "Luxury Clients" that considers the geographical changes in luxury consumption Considerations on the emerging notion of "New Luxury" Major updates to the data and industry figures contained within the book and a new section dedicated to the hospitality industry New semiotic analytical tools developed from the authors’ contemporary brand management experiences Perfect for MA and MBA students, Luxury Brand Management also belongs on the bookshelves of marketing, branding, and advertising professionals who hope to increase their understanding of the major trends and drivers of success in this sector.

Building Consumer-Brand Relationship in Luxury Brand Management

Rodrigues, Paula,Borges, Ana Pinto
Building Consumer Brand Relationship in Luxury Brand Management Book PDF

Author : Rodrigues, Paula,Borges, Ana Pinto
Publisher : IGI Global
Page : 318 pages
File Size : 54,9 Mb
Release : 2020-10-23
Category : Business & Economics
ISBN : 9781799843702

Get Book

Building Consumer-Brand Relationship in Luxury Brand Management by Rodrigues, Paula,Borges, Ana Pinto Pdf

Luxury is no longer a privilege of the high-net-worth individuals. It is now accessible to all. This has become possible because the essence of luxury has changed: from something based upon materialism and conspicuous and hedonic consumption to one that embraces enrichment and experiences for the consumers. This evolution creates challenges for luxury brands and for the managers of luxury brands. Building Consumer-Brand Relationship in Luxury Brand Management is a collection of innovative research that focuses on the conception and marketing of luxury as an experience and explores more integrative and comprehensive approaches to modeling and understanding the consumer-brand relationship with luxury brands and their sustainability in a global and multicultural world. Highlighting a broad range of topics including digital marketing, consumer demand, and social responsibility, this book is ideally designed for marketers, brand managers, consumer analysts, advertisers, entrepreneurs, executives, researchers, academicians, and students.

Digital Marketing Strategies for Fashion and Luxury Brands

Ozuem, Wilson,Azemi, Yllka
Digital Marketing Strategies for Fashion and Luxury Brands Book PDF

Author : Ozuem, Wilson,Azemi, Yllka
Publisher : IGI Global
Page : 460 pages
File Size : 54,7 Mb
Release : 2017-10-31
Category : Business & Economics
ISBN : 9781522526988

Get Book

Digital Marketing Strategies for Fashion and Luxury Brands by Ozuem, Wilson,Azemi, Yllka Pdf

Online shopping has become increasingly popular due to its availability and ease. As a result, it is important for companies that sell high-end products to maintain the same marketing success as companies selling more affordable brands in order keep up with the market. Digital Marketing Strategies for Fashion and Luxury Brands is an essential reference source for the latest scholarly research on the need for a variety of technologies and new techniques in which companies and brand managers can promote higher-end products. Featuring coverage on a broad range of topics and perspectives such as brand communication, mobile commerce, and multichannel retailing, this publication is ideally designed for managers, academicians, and researchers seeking current material on effectively promoting more expensive merchandise using technology.