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Kapferer on Luxury

How Luxury Brands Can Grow Yet Remain Rare

Get expert insight into the unique challenges faced by the luxury sector and learn how to tackle them with this authoritative guide to luxury branding.
    Paperback£29.99
    Ebook£24.99
    Print and ebook bundle£37.50
    Hardback£61.99
EAN: 9780749474362
Edition: 1
Published:
Paperback
Format: 235x160
240 pages
    About the book
    Table of contents
    Reviews
    Supporting resources

About the book

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.

About the authors

Jean-Noël Kapferer

Jean-Noel Kapferer is an internationally recognized thought leader on brands and brand management. A professor at HEC Paris , he holds a PhD from Northwestern University (USA) and is an active consultant to many European , Asian and American corporations. He is the author of 12 books, including the international best seller New Strategic Brand Management , and Reinventing the Brand, and most recently The Luxury Strategy , all three published by Kogan Page.

More about Jean-Noël Kapferer

Kapferer strikes a powerful balance between marketing theory and the real world making it an accessible read....Kapferer is the authority on luxury branding. His work spans decades and he's partnered with an enviable number of researchers and authors.

John King, Head of Marketing at Asons Solicitors, for the Legal Support Network