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Contemporary Issues in Luxury Brand Management

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BMC.
Brand heritage
Branding
Category=KC
Category=KJC
Category=KJSC
Category=KNP
Category=KNS
Christian Dior
Competitive Advantage
Consumer Behaviour
counterfeiting prevention
Digital Business
Digital Media Channels
Digital Strategies
digital transformation strategies
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eq_business-finance-law
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eq_non-fiction
Heritage Case Studies
IMC Plan
IMC Strategy
intellectual property rights
King Edward III
Luxury
Luxury Brand
luxury brand digital analytics
Luxury Brand Management
luxury consumer insights
Luxury Industry
Luxury Sector
Management
Marketing
Mughal Emperor Shah Jahan
postgraduate curriculum
Premier Cru
SEO
SMM.
Social Media
Start-Ups
Substantive UK
sustainability in fashion
UK Domestic Law
UK Patent
UK Store
Van Cleef
Van Der Aalst
Wine Tourism

Product details

  • ISBN 9780367859282
  • Weight: 420g
  • Dimensions: 174 x 246mm
  • Publication Date: 31 Mar 2023
  • Publisher: Taylor & Francis Ltd
  • Publication City/Country: GB
  • Product Form: Hardback
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Description

This book provides a comprehensive overview of the key themes surrounding luxury brand management and the core issues faced by luxury firms today. The luxury industry has undergone a series of dynamic changes in the past twenty years. Economic trends, digital transformation, and changing consumer habits are creating a new competitive landscape where traditional strategies will not necessarily provide continued growth and profitability.

Approaching luxury from a realistic brand management perspective, this book works step-by-step through a typical luxury course structure, covering sustainability, heritage, emerging brands, digital marketing and analytics, curation, intellectual property, and start-ups. Each chapter is illustrated by a relevant international case study and further examples, as well as reflective questions to help gain insight from contemporary practice.

With additional PowerPoint slides and a test bank of questions available online, this comprehensive textbook should be core reading for postgraduate students studying luxury brand management or luxury strategy.
About

Sylvie Studente is Assistant Professor at Regent’s University London.

Eleonora Cattaneo is Professor of Marketing at César Ritz Colleges Switzerland.