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Kapferer On Luxury

Kapferer on Luxury PDF
Author: Jean-Noël Kapferer
Publisher: Kogan Page Publishers
Release: 2015-03-03
Size: 29.31 MB
Format: PDF, Docs
Category : Business & Economics
Languages : en
Pages : 240
View: 3610

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This book addresses the No 1 challenge of all major luxury brands today: How can these brands pursue their growth yet remain luxury? How do you reconcile growth and rarity? Kapferer on Luxury offers a selection of the most recent and insightful articles and original essays on the luxury growth challenge from Jean-Noël Kapferer, a world-renowned luxury analyst. Each chapter addresses a specific issue relating to the luxury growth challenge such as sustaining the 'luxury dream', adapting the internet to luxury demands, re-widening the gap with premium brands' competition, and the importance of non-delocalization. It also explores in detail facing the demand of the Chinese clients, rising sustainable quality and experiential standards, developing real luxury services and managing luxury brands within groups without diluting their equity and more. As such, Kapferer on Luxury is the perfect and timely resource for luxury executives, communication managers, luxury observers and advanced students willing to deepen their understanding of this major luxury challenge.

The Luxury Strategy

The Luxury Strategy PDF
Author: Jean-Noël Kapferer
Publisher: Kogan Page Limited
Release: 2009
Size: 76.61 MB
Format: PDF, ePub, Docs
Category : Business & Economics
Languages : en
Pages : 323
View: 282

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Luxury is in fashion and is now to be found within almost every retail, manufacturing and service sector. New terms qualifying luxury regularly appear such as 'premium', 'ultra-premium' and 'hyperluxe'. Today, luxury is everywhere - but if everything is 'luxury' then surely the term itself has no meaning? What really is a luxury product, a luxury brand or a luxury company? The Luxury Strategy is a definitive new work that sets the record straight. Luxury is as old as humanity and it is only by a thorough understanding of the genuine concept, that it is possible to define a rigorous set of rules for the effective management of luxury brands and products. The Luxury Strategy rationalizes the management of this new business concept based on the highly original methods that were used to transform small family businesses such as Ferrari, Louis Vuitton, Cartier, Chanel, Bulgari, Gucci and Prada, into global brands. The Luxury Strategy explains the difference between 'premium' and 'luxury', and sets out the rules to be applied to the luxury marketing mix (the opposite of those for classic marketing). It describes how to implement a luxury strategy within a company and delivers clear principles for becoming - and remaining - 'luxury'.

The Luxury Strategy

The Luxury Strategy PDF
Author: Kapferer
Publisher:
Release: 2009-01-01
Size: 66.50 MB
Format: PDF, ePub, Docs
Category :
Languages : en
Pages :
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The Luxury Strategy 2nd Edition

The Luxury Strategy  2nd Edition PDF
Author: Jean-Noël Kapferer
Publisher:
Release: 2012
Size: 21.54 MB
Format: PDF
Category :
Languages : en
Pages : 352
View: 861

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The Luxury Strategy is the definitive work on the essence of a luxury brand strategy. It puts an end to the confusion around the term, and explains the fundamental differences between 'premium', 'fashion', and 'luxury' strategies. Based on an analysis of the social functions of luxury, of worldwide best practices and on first hand direct experience, it sets out the rules for success, and turns established marketing rules upside down. The Luxury Strategy provides the first rigorous blueprint for the effective management of luxury brands and companies at the highest level, including human resources and financial management. It also unveils the original methods that were used to transform small family businesses such as Ferrari, Cartier, Chanel, Gucci, and Ralph Lauren into profitable global brands.

Storytelling In Luxury Fashion

Storytelling in Luxury Fashion PDF
Author: Amanda Sikarskie
Publisher: Routledge
Release: 2020-11-22
Size: 19.64 MB
Format: PDF, ePub, Mobi
Category : Design
Languages : en
Pages : 194
View: 1414

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This book examines the ways in which luxury fashion brands use their heritage in their digital storytelling and marketing. With chapters from authors in China and Macau (PRC), India, Romania, Turkey, the United Kingdom, and the United States, covering British, Chinese, French, Japanese, Indian, Italian, and Turkish brands, this truly global collection is the first book of its kind devoted solely to the emerging study of digital heritage storytelling. This method of reaching potential consumers and perpetuating brand identity is a hugely important factor in the marketing of luxury brands and has yet to be studied comprehensively. The book will be of interest to scholars working in fashion studies, fashion history, design history, design studies, digital humanities, and fashion marketing.

The Artification Of Luxury Fashion Brands

The Artification of Luxury Fashion Brands PDF
Author: Marta Massi
Publisher: Springer Nature
Release: 2020-06-18
Size: 60.83 MB
Format: PDF, Kindle
Category : Business & Economics
Languages : en
Pages : 166
View: 7130

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Despite being vastly different both socially and economically, art and fashion are increasingly converging to collaborate in mutually advantageous ways. This book discusses the mutual benefits of collaboration through analysis of successful case studies, including corporate art collections and museums, patronage and sponsorship initiatives, and art-based brand management in the fashion sector. It provides a categorization of the strategies that fashion firms employ when they join the art world and illustrates how art and fashion brands can interact strategically at different levels. This book will be a valuable resource to researchers, providing an enhanced understanding of the potential of artification for managing brands and products.

Brand Culture

Brand Culture PDF
Author: Jonathan E. Schroeder
Publisher: Taylor & Francis
Release: 2006
Size: 73.59 MB
Format: PDF, ePub, Mobi
Category : Social Science
Languages : en
Pages : 218
View: 1301

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Exploring current issues in brand management, this book fills a niche in the burgeoning cache of branding literature with a distinctive managerially and theoretically informed perspective on the cultural dimensions of branding.

The New Strategic Brand Management

The New Strategic Brand Management PDF
Author: Jean-Noël Kapferer
Publisher: Kogan Page Publishers
Release: 2012-01-03
Size: 30.35 MB
Format: PDF
Category : Business & Economics
Languages : en
Pages : 512
View: 7773

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Adopted internationally by business schools and MBA programmes, The New Strategic Brand Management is simply the reference source for senior strategists, positioning professionals and postgraduate students. Over the years it has not only established a reputation as one of the leading works on brand strategy, but also has become synonymous with the topic itself. Using an array of international case studies, Jean-Noël Kapferer covers all the leading issues faced by brand strategists today. With both gravitas and intelligent insight, the book reveals new thinking on topics such as putting culture and content into brands, the impact of private labels and the comeback of local brands. This updated fifth edition of The New Strategic Brand Management builds on its impressive reputation, including new information to enable students and practitioners to stay up to date with targeting, adding recent research and market knowledge to the discipline. With dedicated sections for specific types of brands (luxury, corporate and retail), international examples and case studies from companies such as Audi, Nivea, Toyota and Absolut Vodka; plus models and frameworks such as the Brand Identity Prism; it remains at the forefront of strategic brand thinking.

Advances In Luxury Brand Management

Advances in Luxury Brand Management PDF
Author: Jean-Noël Kapferer
Publisher: Springer
Release: 2017-09-21
Size: 29.19 MB
Format: PDF, Docs
Category : Business & Economics
Languages : en
Pages : 256
View: 2610

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Presenting some of the most significant research on the modern understanding of luxury, this edited collection of articles from the Journal of Brand Management explores the complex relationships consumers tie with luxury, and the unique characteristics of luxury brand management. Covering the segmentation of luxury consumers worldwide, the specificity of luxury management, the role of sustainability for luxury brands and major insights from a customer point of view, Advances in Luxury Brand Management is essential reading for upper level students as well as scholars and discerning practitioners.

Brand Management And Marketing Of Luxury Goods

Brand Management and Marketing of Luxury Goods PDF
Author: Lucie Scholz
Publisher: Anchor Academic Publishing (aap_verlag)
Release: 2014-01
Size: 50.27 MB
Format: PDF
Category : Business & Economics
Languages : en
Pages : 92
View: 1548

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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.