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Exploring what defines a luxury brand in the twenty-first century, as well as the ways in which the financial crisis has affected the luxury brand landscape, the book provides comprehensive coverage of all aspects of brand management. Examining the major luxury sectors—from jewelry and handbags to wines and spirits—as well as key topics like brand power and different retail possibilities, Luxury Brand Management, Second Edition incorporates practical management tools that the authors have successfully used in their own professional careers.
An essential resource for marketing, advertising, and branding professionals, as well as anyone else working with high-end brands, the book explains the essentials of evaluating brand identity, understanding international distribution, licensing, and much more. Guiding you through the brand lifecycle, from creation to decline, the book also looks to the future, revealing the five key trends that will define the evolution of the luxury industry in the years to come.
Fully revised and updated, this new edition of the classic text on brand management is a compelling look at the different dimensions of luxury management across various sectors. Addressing the issues that can make or break a bottom line and affect brand perception, this is the ultimate guide to managing a luxury brand—at home or abroad.
"This book combines theory and practice. It is pragmatic, well illustrated, and has solid conceptual foundations. Building on their own extensive and international professional experience in luxury brand management, the authors describe and demonstrate that management and creativity can coexist and reinforce each other. Luxury Brand Management is both timely and useful."
—Christian Pinson, Emeritus Professor of Marketing INSEAD, Fontainebleau, France
"Luxury Brand Management is very ambitious and it meets its goals."
—Françoise Montenay, Former President of Chanel SAS, Paris
"There is no business like luxury where the brand manager's role is so essential and nearly an art, as it tries to blend the magic and the apparent irrationality of the creative process with the logic and reasoning of marketing and business requirements. The authors are the first to analyze these aspects and suggest the required comprehensive tools. A must-read for managers who want to succeed in this fascinating profession."
—Carlo Valerio, Chief Executive Officer Istituto Europeo di Design, Milan
"Chevalier and Mazzalovo have written a masterful work to redefine luxury as it fits into the lifestyle of the wealthy and the newly wealthy. They have developed the concepts as well as the creative practices of luxury marketing to demonstrate the multi-channel process of 'luxury brand management.' This book provides a proactive experience in strategic business thinking."
—Dr. Arthur A. Winters, Professor Emeritus & Professor Peggy Fincher Winters, Fashion Institute of Technology State University of New York