Managing Luxury Brands

Understand what makes a luxury brand, how to market one successfully and the latest opportunities created by technological developments and end-to-end sustainability with this complete guide to luxury brand management.

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 for each chapter. This textbook is an invaluable resource for any student studying luxury brand management.

Written by leading academics with extensive industry experience and tightly edited into a cohesive whole

Auteur
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.

Contenu

• • 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;