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Luxury Brand Management: A World of Privilege [Hardcover]

Michel Chevalier , Gerald Mazzalovo

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Book Description

Aug. 14 2012 1118171764 978-1118171769 2
The definitive guide to managing a luxury brand, newly revised and updated

What defines a luxury brand? Traditional wisdom suggests that it's one that's selective and exclusive—to such a degree that only one brand can exist within each retail category (automobiles, fragrances, cosmetics, etc.). But this definition is inherently restrictive, failing to take into account the way in which luxury brands today are increasingly identified as such by their placement in stores and how consumers perceive them. This revised and updated edition of Luxury Brand Management, the first comprehensive book on luxury brand management, looks at the world of branding today.

Written by two renowned insiders, the book builds on this new, broader definition of luxury and examines more than 450 internationally known brands from a wide range of industries. Packed with new information covering the financial crisis's impact on luxury brands, and looking towards a new period of growth, the book reconciles management, marketing, and creation with real-life examples and management tools that the authors have successfully used in their professional careers.

  • Includes dedicated chapters focusing on each of the main functions of a luxury brand, including brand creation, the complexity of managing brand identity, the convergence of arts and brands, and much more
  • Addresses the practical functions that can make or break bottom lines and affect brand perception, such as distribution, retailing, logistics, and licensing
  • Focuses on brand life-cycle, brand identity, and licensing issues

A compelling and comprehensive examination of the different dimensions of luxury management in various sectors, this new edition of the classic text on brand management is essential reading for anyone working with or interested in making the most of a luxury brand in the post-recession world.

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Luxury Brand Management: A World of Privilege + The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands
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Product Description

From the Inside Flap

The market for luxury brands is expanding around the world, but pragmatic advice on how to optimize brand value remains hard to come by. In Luxury Brand Management, Second Edition: A World of Privilege, two renowned industry insiders examine more than 450 internationally recognized brands from a wide range of industries, giving you everything you need to understand and capitalize on brand power.

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.

From the Back Cover

"Luxury Brand Management: A World of Privilege includes facts and figures never collected before which can help readers understand the main challenges of the luxury industry."
—Christian Blanckaert, Chairman of Petit Bateau and Advisor to the EPI Group

"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

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Customer Reviews

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Most Helpful Customer Reviews on (beta) 4.5 out of 5 stars  4 reviews
4 of 5 people found the following review helpful
3.0 out of 5 stars A good introduction of the topic to students and consumers, but not professionals Feb. 25 2013
By ServantofGod - Published on
For those who know not that Smirnoff, Johnnie Walker, Bailey's and J&B belong to Diageo, whereas Cartier, IWC, Jaeger and Montblanc belong to Richemont, this book is definitely a good start to know how the global conglomerates are managing their portfolios of luxury brands. However, the book is more like a long report from Fortune with a lot of publicly available statistics and commonly observable facts of diverse products and industries, rather than an indepth study of how to develop and manage any luxury brand at all. For professionals who read to sharpen their edge in the game, I suggest you to give this a pass.
5.0 out of 5 stars money well spent March 4 2014
By juan ramirez - Published on
Format:Hardcover|Verified Purchase
No wonder most luxury brands are recession proof. Loved the last chapter on licensing. Should recommend to any new entrepreneur
1 of 2 people found the following review helpful
5.0 out of 5 stars An authority book on Luxury Marketing March 26 2013
By charisma - Published on
Format:Hardcover|Verified Purchase
I am a luxury marketing student as well as professional and i will recommend this book as an authority book in the field. Pretty much a text book and lays the foundation for the industry. A must have in the book shelf !
2 of 4 people found the following review helpful
5.0 out of 5 stars Excellent knowledge in the world of luxury Oct. 25 2012
By Dr.Sarayut Lekplipol - Published on
Format:Hardcover|Verified Purchase
If you wanna build, grow, and maintain your "Luxury Brand". This book could be your bible! This book is just right for professional and academic purposes.

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