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Managing Luxury Brands

A Complete Guide to Contemporary Luxury Brand Strategies

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.
EAN: 9781398606401
Edition: 1
Published:
Format: 234x156
360 pages

About the book

Learn what makes a luxury brand, how to successfully market them in a changing global context and what opportunities sustainable luxury and the latest technological developments present.

Managing Luxury Brands offers comprehensive coverage of key and cutting-edge topics in luxury brand management. Examining the socio-cultural contexts of luxury and the ways in which prestige brands create meaning, it presents a framework for understanding, analysing and developing a modern luxury brand. Unlike many other texts, it also explores the environmental and social impact of luxury, sustainable luxury and the opportunities of new technological innovations including the metaverse, artificial intelligence and non-fungible tokens (NFTs).

With case studies and examples from a range of brands including Ferrari, Balenciaga and Shang Xia, Managing Luxury Brands brings together insights from leading academics in the field from across the globe who draw on extensive consulting and industry experience. Supported by a range of features which include learning objectives, discussion questions and chapter summaries, accompanying online resources consist of lecture slides and video interviews with industry experts. This textbook is an invaluable resource for any student studying luxury brand management.

About the authors

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.

A powerful guide to understanding cultural trends and global patterns that will impact fashion and luxury businesses

Stephen Morgan, Managing Director, Vogue Business