The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands

The Luxury Strategy Break the Rules of Marketing to Build Luxury Brands Luxury is in fashion and is now to be found in almost every retail manufacturing and service sector New terms like mass luxury new luxury and hyper luxury attempt to qualify luxury But if everything

  • Title: The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands
  • Author: Jean-Noël Kapferer Vincent Bastien
  • ISBN: 9780749454777
  • Page: 479
  • Format: Hardcover
  • Luxury is in fashion and is now to be found in almost every retail, manufacturing and service sector New terms like mass luxury, new luxury and hyper luxury attempt to qualify luxury But if everything is luxury then surely the term itself has no meaning There is confusion today about what really makes a luxury product, a luxury brand or a luxury company The LuxurLuxury is in fashion and is now to be found in almost every retail, manufacturing and service sector New terms like mass luxury, new luxury and hyper luxury attempt to qualify luxury But if everything is luxury then surely the term itself has no meaning There is confusion today about what really makes a luxury product, a luxury brand or a luxury company The Luxury Strategy analyzes in depth the essence of luxury, highlights its managerial implications and rationalizes the highly original methods often very far from the usual marketing strategies used to transform small family businesses such as Ferrari, BMW, Louis Vuitton, Cartier, Chanel, Armani or Ralph Lauren into worldwide successes The Luxury Strategy clarifies the difference between premium, fashion, and luxury, and sets out the counter intuitive rules for successfully marketing luxury goods and services Luxury experts Jean Noel Kapferer and Vincent Bastien provide the first rigorous blueprint for effectively managing luxury brands and companies at the highest level, including human resources and financial management Finally, The Luxury Strategy unveils how in any market, including B to B, a company can learn from luxury strategies to differentiate itself profitably.

    • à The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands || ✓ PDF Read by ✓ Jean-Noël Kapferer Vincent Bastien
      479 Jean-Noël Kapferer Vincent Bastien
    • thumbnail Title: à The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands || ✓ PDF Read by ✓ Jean-Noël Kapferer Vincent Bastien
      Posted by:Jean-Noël Kapferer Vincent Bastien
      Published :2019-03-05T00:25:10+00:00

    About “Jean-Noël Kapferer Vincent Bastien

    • Jean-Noël Kapferer Vincent Bastien

      Jean Noel Kapferer is the European authority on brand management He is internationally recognised as one of the worldwide leading specialists on brands and one of the most influential He has promoted radical new concepts and methods, written eleven books on communication and brands All his works have been translated into several languages and widely diffused throughout the world Kapferer s unique style of in depth analysis and also creative recommendations originates from his highly international vision and background, and a permanent equilibrium between theory and practice.Jean No l Kapferer is recognized as the promoter of key concepts of modern brand management.He was an early advocate of the concept of brand identity, at a time when american academic pioneers on brand equity did not even know the concept He is also a constant promoter of the holistic approach to brand identity, congenial to European or Asian brand management, unlike north American theorizing which holds brands as a sum of attributes.Its major conceptual and operational contributions to the advancement of brand management are the identity prism, a holistic integrated approach to brand identity the brand kernel, distinguishing non negotiable brand facets and peripheral facets of brand identity the brand coherence grid, to audit the product portfolio of brands internationally and propose optimal architectures the definition of core brand architectures the promotion of wide brand extensions unlike the traditional and limitative product brand approach.

    491 thoughts on “The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands

    • خلاصه:بخوانید اگر نمی‌دانید چرا لوکس وجود دارد. مشتریان لوکس چه کسانی و چطور آدم‌هایی هستند؟ خوب است یا بد؟ محصول لوکس چیست؟ کدام برندها لوکس محسوب می‌شوند؟ چگونه می‌توان برند یا محصولی لوکس ساخت؟ قیمت‌ها چگونه تعیین می‌شوند؟ روابط و ارتباطات در دایره‌ی لوکس‌گرایی چگون [...]


    • Luxury takes time and luxury has time - for me this is the core message of the book.The book nicely combines the philosophy behind luxury brands and practicalities. Both sides are extremely useful and inspiring.


    • Brilliant, absolutely brilliant. By all means, this isn't an easy holiday read. however the value of the book goes far beyond it's weight and price. I'd highly recommend the book for anyone wishing to position their business within either a Luxury or Premium position in their market.


    • Kapferer è il mio autore preferito sui temi di brand management e questo è il miglior libro che ho letto sul marketing dl lusso, rigoroso e allo stesso tempo stimolante e divertente come lettura; adotta una visione abbastanza restrittiva del concetto di lusso rispetto a quella che utilizzo io nei miei volumi, focalizzandosi sul "vero" lusso connotato dall'attributo essenziale dell'esclusività (il volume è stato poi tradotto anche in italiano)





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