- Explores what makes a luxury brand and how to market them in a changing global context
- Shows how luxury brands can develop customer relationships through AR and AI and embrace end-to-end sustainability and the circular economy
- Contains case studies from international brands such as Ferrari, Balenciaga and Shang Xia as well as discussion points and suggestions for further reading
- Online resources: lecture slides for each chapter
- Written by leading academics with extensive industry experience and tightly edited into a cohesive whole
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.
Key features at a glance
EAN: 9781398606401
Edition: 1
Published:
Format: 235x156
360 pages
About the book
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.
About the authors
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.
A powerful guide to understanding cultural trends and global patterns that will impact fashion and luxury businesses
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