Luxury Brand Management: A World of Privilege

Front Cover
John Wiley & Sons, Mar 31, 2008 - Business & Economics - 400 pages
A fascinating and comprehensive examination of the different dimensions of luxury management in various sectors. This is a powerful book for marketers, advertisers and brand managers in understanding the intricacies of the luxury market- how it is designed, defined and divined. Written by the authors of Pro-Logo, this book sets the benchmark for luxury brand management.
 

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The authors really know what they are talking about and communicate very clearly. Fascinating insight to the world of luxury branding which is applicable to any brand aiming for a premium position in its market.

User Review - Flag as inappropriate

En tant que professionnel des licences dans le secteur de la mode, j'ai particulièrement apprécié la précision des chiffres d'affaires - parfois surprenants - des grandes et petites marques.
Cet
ouvrage est un témoignage de deux opérationnels du luxe qui nous confient les dilemmes qu'ils ont vécus et les réalités du business derrière les discours théoriques.
Quant aux licences, "bien que personne n'en parle, elles jouent un rôle essentiel dans l'industrie du luxe aujourd'hui"...
 

Contents

Specificities of the luxury industry
1
Major luxury sectors
33
The power of the luxury brand
81
Brand lifecycle
117
The luxury client
149
Brand identity 177
Managing creation 233
Communication 265
International distribution 295
Retailing 321
Logistics and licensing 353
The brand audit 373
Index 411
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