Luxury Brand Management: A World of Privilege

Front Cover
John Wiley & Sons, May 18, 2012 - Business & Economics - 320 pages
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.

 

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Contents

CHAPTER 1
Chronicle of a Semantic Evolution
Classification of Existing Definitions
Luxury Values
True Luxury Intermediate Luxury
Luxury Being and Appearing
Five Sources of Legitimacy
Conclusion
Decline Relaunch and Death
Brand Identity
Other Analytical Models
Strategic and Operational Implications
CHAPTER 7
Managing the Product
Brand Aesthetics
Brands and the Arts

CHAPTER 2
The Key to Success in Luxury Goods
The Major Operators
CHAPTER 3
ReadytoWear Activities
Perfumes and Cosmetics
Wines and Spirits
The Watch and Jewelry Market
The Leather Goods Market
The World of Hotels and Hospitality
Conclusion
CHAPTER 4
The Value of a Brand
The Characteristics of a Brand
The Brand and Its Signs
The Legal Aspects and the Defense of a Brand
CHAPTER 5
The Excursionists
The New Consumer
Are Clients from Different Nationalities Similar?
The RISC Study
CHAPTER 6
The Birth of a Brand
Growth of a Brand
Brands Maturity
CHAPTER 8
Advertising
PR Events Promotion and the Internet
The Place of the Product
Company Behavior
Actual Consumers
What Is Good Communication?
CHAPTER 9
The Different Distribution Systems
Price Structures
The Advertising Budget and Advertising Policies
The Special Case of DutyFree Operations
Reasons and Consequences
CHAPTER 10
Retailing in the Luxury Field
The Store as a Communication Tool
The Retail Model versus the Wholesale Model
CHAPTER 11
Brands Developed Exclusively Through License Deals
Sectors in Which the Majority of Brands Use Licensing Deals
Companies Specializing in License Contracts
The Process of Development Under License
No Place in the Middle
The Strengthening of Custom Products
Copyright

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About the author (2012)

MICHEL CHEVALIER is an expert in luxury brand management and retailing. A consultant with EIM in Paris and a visiting professor of luxury marketing and retailing at HEC and Paris-Dauphine University in Paris, he is also the coauthor of Luxury Retail Management and Luxury China, both published by Wiley.

GÉRALD MAZZALOVO is Managing Partner at Aravis S.A., a private equity firm active in luxury brands. He is also visiting Professor at Instituto de Empresa (Madrid), Université Paris-Dauphine, and Université Lumière in Lyon. A former consultant at Arthur Andersen, he has held the positions of president or CEO at luxury companies such as Ferragamo, Loewe, Bally, and Clergerie, and has consulted many multinational firms such as Pininfarina on strategic brand management. He is the author of the book Brand Aesthetics and coauthor of the book Pro Logo.

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