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.
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.
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.
Inhaltsangabe
Chapter 01: Definitions of luxury and key facets of luxury branding; Section ONE: Luxury a changing paradigm?; Chapter 02: The evolving meaning of luxury brands and a framework for creating modern prestige; Chapter 03: Luxury trends accelerated by the Covid 19 pandemic; Chapter 04: The environmental and social impact of luxury consumer concerns and practices; Section TWO: Managing luxury brands today; Chapter 05: Sustainable luxury and circular economy; Chapter 06: Advances in digital new opportunities for luxury retail; Chapter 07: Developing profitable customer relationships through AI; Section THREE: New directions in luxury branding; Chapter 08: Luxury in the Metaverse The five forces of value creation for luxury brands in the Metaverse; Chapter 09: The 'brand origin' dilemma; Chapter 10: The niche world of ultra luxury brands A unique set of customers and how to act differently to serve them; Chapter 11: The old is the new 'new' Emerging business models in the luxury field renting and resale; Chapter 12: Future industry developments Experiential luxury, extreme personalization and bringing back the human factor in luxury branding;
Chapter 01: Definitions of luxury and key facets of luxury branding; Section ONE: Luxury a changing paradigm?; Chapter 02: The evolving meaning of luxury brands and a framework for creating modern prestige; Chapter 03: Luxury trends accelerated by the Covid 19 pandemic; Chapter 04: The environmental and social impact of luxury consumer concerns and practices; Section TWO: Managing luxury brands today; Chapter 05: Sustainable luxury and circular economy; Chapter 06: Advances in digital new opportunities for luxury retail; Chapter 07: Developing profitable customer relationships through AI; Section THREE: New directions in luxury branding; Chapter 08: Luxury in the Metaverse The five forces of value creation for luxury brands in the Metaverse; Chapter 09: The 'brand origin' dilemma; Chapter 10: The niche world of ultra luxury brands A unique set of customers and how to act differently to serve them; Chapter 11: The old is the new 'new' Emerging business models in the luxury field renting and resale; Chapter 12: Future industry developments Experiential luxury, extreme personalization and bringing back the human factor in luxury branding;
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