Luxury Brand Management: A World of Privilege 2nd edition, by Michel Chevalier and Gerald Mazzalovo focuses on brand life-cycle, model identification, and licensing issues. This book addresses the sensible capabilities that can make or break backside traces and have an effect on brand notion, akin to distribution, retailing, logistics, and licensing.
What defines a luxurious model? Conventional wisdom means that it is one that’s selective and exclusive-to such a degree that only one model can exist inside each retail category (vehicles, fragrances, cosmetics, etc.). But this definition is inherently restrictive, failing to bear in mind the way by which luxury manufacturers at the moment are more and more recognized as such by their placement in shops and how customers perceive them. This book seems at the world of branding today.
Written by two famend insiders, the book builds on this new, broader definition of luxurious and examines more than 450 internationally identified brands from a variety of industries. Filled with new data masking the monetary disaster’s influence on luxurious brands, and looking in the direction of a brand new period of progress, the book reconciles management, advertising, and creation with actual-life examples and management tools that the authors have efficiently used of their professional careers.
Luxury Brand Management: A World of Privilege, by Michel Chevalier and Gerald Mazzalovo includes dedicated chapters specializing in each of the principle functions of a luxurious model, including brand creation, the complexity of managing model identity, the convergence of arts and brands.
A compelling and comprehensive examination of the totally different dimensions of luxury management in numerous sectors, this book is essential studying for anyone working with or fascinated with benefiting from a luxurious brand within the post-recession world.
Luxury Brand Management: A World of Privilege
Michel Chevalier and Gerald Mazzalovo
Wiley; 2 edition
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