The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands
£35.10
Discover the secrets to successful luxury brand management with this bestselling guide written by two of the world’s leading experts on luxury branding, Jean-Noël Kapferer and Vincent Bastien, providing a unique blueprint for luxury brands and companies.
Having established itself as the definitive work on the essence of a luxury brand strategy, this book defines the differences between premium and luxury brands and products, analyzing the nature of true luxury brands and turning established marketing ‘rules’ upside-down.
Written by two world experts on luxury branding, The Luxury Strategy provides the first rigorous blueprint for the effective management of luxury brands and companies at the highest level.
This fully revised second edition of The Luxury Strategy explores the diversity of meanings of ‘luxury’ across different markets. It rationalizes those business models that have achieved profitability and unveils the original methods that were used to transform small family businesses such as Ferrari, Louis Vuitton, Cartier, Chanel, Armani, Gucci, and Ralph Lauren into profitable global brands.
Now with a new section on marketing and selling luxury goods online and the impact of social networks and digital developments, this book has truly cemented its position as the authority on luxury strategy.
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Additional information
| Publisher | 2nd edition (3 Sept. 2012), Kogan page |
|---|---|
| Language | English |
| Hardcover | 408 pages |
| ISBN-10 | 0749464917 |
| ISBN-13 | 978-0749464912 |
| Dimensions | 16.61 x 2.7 x 24.1 cm |
by laura
Good
by Culture Enthusiast
This book is a must have if you work or are interested in the luxury sector. It covers all the issues (from the definition of luxury, marketing, brand management, business models, luxury and the internet, etc) and is very practical. The authors are well known within the luxury sector and they poured their experience in this book. I particularly enjoyed the chapter on the anti-laws of luxury marketing (in itself worth the price of the entire book). The book is packed full with examples taken from real luxury brands and flows amazingly: very well written, clear and straight to the point. The examples are still current as the book was published in 2012.
Such a shame it contains some minor errors (Ferre’ was a designer for Dior and not for Chanel as the authors stated) and several spelling mistakes. Additionally the chapter on brand stretching and brand extension is a little bit messy as the authors keep on jumping from one concept to the other without any clear logic behind it – it starts talking about brand extension then in the next paragraph is brand stretching and then back to brand extension.
by Patricia Taylor-Shipley
Brilliant book. Haven’t finished yet, but getting some great ideas
by Konstan Lyk
The BIBLE of Luxury Marketing for every manager in the sector!
Great content, nice ideas and a view of what luxury is really about. Especially this version with the updated opinion of Kapferer on how luxury brands should use the internet is marvelous!
by Chantelle A
I’m three quarters of the way through this book. Having no previous knowledge of working in luxury or even purchasing luxury, this books explains in depth what luxury is. It explains the anti-laws of luxury, why companies that sell premium product buy luxury brands fail at selling luxury, how different cultures view luxury, why luxury brands resist selling their products online, etc. I can’t recommend this book enough.
by Amazon Customer
Incredible book! Highly recomended for everyone staring their business or wanting to improve. Even though it says luxury strategy on the cover it is handy for all sorts of businesses and covers wide range and of topics.
by Amazon Customer
Great read for sme looking for a different way to compete with their sector presents existing ideas and strategies in a non repetitive way.
by Carlos Moreira
The book gives good tips and advices to setting up a Luxury business. I still haven’t finished reading but already like the book.
Recomended!