Focusing On Premium Brands
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Luxury Brand Management
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Author : Michel Chevalier
language : en
Publisher: John Wiley & Sons
Release Date : 2012-05-18
Luxury Brand Management written by Michel Chevalier and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-05-18 with Business & Economics categories.
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 Art Of Digital Marketing For Fashion And Luxury Brands
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Author : Wilson Ozuem
language : en
Publisher: Springer Nature
Release Date : 2021-07-17
The Art Of Digital Marketing For Fashion And Luxury Brands written by Wilson Ozuem and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-07-17 with Business & Economics categories.
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.
Focusing On Premium Brands
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Author : Johannes-Cornelius Adari
language : en
Publisher: diplom.de
Release Date : 2004-08-11
Focusing On Premium Brands written by Johannes-Cornelius Adari and has been published by diplom.de this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004-08-11 with Business & Economics categories.
Inhaltsangabe:Abstract: The word marketing is always appearing in most articles and books dealing with selling, the word has been watered down and in many cases lost its true value and sense. Most people mistakenly identify marketing with selling and promotion - but selling is only the tip of the marketing iceberg. It is simply one of several marketing functions, and often not the most important one. If the marketer does a good job of identifying consumer needs, developing appropriate products, and pricing, distributing, and promoting them effectively, these goods will sell very easily. Companies have to search for buyers, identify their needs, design appropriate products, promote them, store and transport them, negotiate, and so on. Such activities as product development, search, communication, distribution, pricing, and service constitute core marketing activities. We have defined the core marketing activities; supporting the sales force in their pursuit of revenues and profit. The marketing department have to focus multiple tasks ranging from product development to pricing. Often the marketing department is so intertwined in the sales processes that the marketing and sales division is one division, in order to maintain the direction required in order to achieve the objectives set up by the management. In the first part of this case we will look at the general term; strategic marketing and set up fictitious examples of how a company in the automotive industry would deal with strategic marketing and look at the tools available to the marketing department and how they are implemented. Being a multinational company like BMW you need a strategy for virtually prior to make a decision and this applies to marketing as well. The company has the past two decades developed from an international company to a global player, where the set of standards are different and the requirement for setting up a marketing strategy has changed. We have decided in this case to analyze the decisions behind launching certain products; such as the roadster; the Z Series and the X Series, which meant that BMW for the first time in its history ventured into new segments normally being dominated by other manufactures. The decision to leave the traditional segment where BMW had for years been successful and diversify the product line will be analysed and in the introduction we will try to cast a light on the tools and means behind such decisions. In the middle of the [...]
Sustainable Luxury Brands
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Author : Cesare Amatulli
language : en
Publisher: Springer
Release Date : 2017-01-20
Sustainable Luxury Brands written by Cesare Amatulli and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-01-20 with Business & Economics categories.
This book counteracts the claim that luxury and sustainability are conflicting concepts, and contends that they can successfully co-exist. Discussing key characteristics of luxury such as craftsmanship and preservation of artisan skills, product quality and durability, and limited quantities of luxury goods, the authors argue that luxury brands are inherently sustainable from economic, social and environmental perspectives. Sustainable Luxury Brands gives a comprehensive overview of luxury to demonstrate this claim, also focusing on sustainable luxury from a consumer perspective. The authors furthermore compare and contrast sustainability within the mass market to the luxury sector, and present insights into current and upcoming topics in luxury research.
Brand Management And Marketing Of Luxury Goods
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Author : Lucie Scholz
language : en
Publisher: Anchor Academic Publishing (aap_verlag)
Release Date : 2014
Brand Management And Marketing Of Luxury Goods written by Lucie Scholz and has been published by Anchor Academic Publishing (aap_verlag) this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014 with Business & Economics categories.
The marketing of luxury brands is a highly complex and difficult task and differs strongly from the management of ordinary brands. At the heart of the difficulty lies a paradox: To increase sales and at the same time to preserve exclusivity. A luxury brand has to be anchored in the heads of as many people as possible and be desired but it must remain inaccessible to most of them. The more a luxury brand or good gets actually purchased, the more it loses ist aura of exclusivity, ist attractiveness and ist 'dream value'.The purpose of this book is to analyze the specificities of the management and marketing of luxury brands in comparison to ordinary brands. The analysis will mainly focus on the four elements of the marketing mix, namely product, place, price and promotion. A detailed analysis of the four elements will disclose the particularities of luxury brands and present the requirements of successful luxury brand management which is able to overcome the difficulties resulting from the mentioned paradox.
Global Marketing Strategies For The Promotion Of Luxury Goods
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Author : Mosca, Fabrizio
language : en
Publisher: IGI Global
Release Date : 2016-03-31
Global Marketing Strategies For The Promotion Of Luxury Goods written by Mosca, Fabrizio and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-03-31 with Business & Economics categories.
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.
The Future Of Luxury Brands
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Author : Annamma Joy
language : en
Publisher: Walter de Gruyter GmbH & Co KG
Release Date : 2022-02-07
The Future Of Luxury Brands written by Annamma Joy and has been published by Walter de Gruyter GmbH & Co KG this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-02-07 with Business & Economics categories.
The concepts of artification and sustainability are now both at the heart of luxury brand marketing strategies; artification as an ongoing process of transformation in the world of art and sustainability as an indispensable response to the issues of our times. The Future of Luxury Brands examines three interrelated luxury-marketing segments—the art world, fashion and fine wines including hospitality services—through the dual lenses of sustainability and artification. From safeguarding human and natural resources to upholding labor rights and protecting the environment, sustainability has taken center stage in consumer consciousness, embodying both moral authority and sound business practices. At the same time, artification—the process by which non-art is reconceived as art—applies the cachet of art to business, affording commercial products the sacred status accorded to works of art. When commercial products enter the realm of aesthetic creation, artification and consumer engagement inevitably increases. This pioneering book examining artification and sustainability as strategic pillars of marketing strategies in the luxury industry will be essential reading for practitioners working in luxury product companies, as also students of luxury brand marketing.
Luxury Brand Management In Digital And Sustainable Times
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Author : Michel Chevalier
language : en
Publisher: John Wiley & Sons
Release Date : 2021-02-08
Luxury Brand Management In Digital And Sustainable Times written by Michel Chevalier and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-02-08 with Business & Economics categories.
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.
Luxury Marketing
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Author : Klaus-Peter Wiedmann
language : en
Publisher: Springer Science & Business Media
Release Date : 2012-11-10
Luxury Marketing written by Klaus-Peter Wiedmann and has been published by Springer Science & Business Media this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-11-10 with Business & Economics categories.
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 Road To Luxury
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Author : Ashok Som
language : en
Publisher: John Wiley & Sons
Release Date : 2021-10-26
The Road To Luxury written by Ashok Som and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-10-26 with Business & Economics categories.
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.