Managing Luxury Brands - A Complete Guide to Contemporary Luxury Brand Strategies

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.

List of contents

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;

About the author

Eleonora Cattaneo

Product details

• Assisted by: Eleonora Cattaneo (Editor)
• Publisher: Kogan Page
• Languages: English
• Product format: Hardback
• Released: 03.03.2023
• EAN: 9781398606746
• ISBN: 978-1-3986-0674-6
• No. of pages: 360
• Dimensions: 163 mm x 241 mm x 32 mm
• Weight: 815 g
• Subjects: Social sciences, law, business > Business > Advertising, marketing; BUSINESS & ECONOMICS / Marketing / General, BUSINESS & ECONOMICS / International / Marketing, Business innovation, Sales & marketing management, business strategy, Sales & marketing, Sales and marketing, Sales and marketing management