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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
Format: 234x156
320 pages

About the book

What are the key components of a luxury brand? How can luxury be marketed successfully in a changing global context? What opportunities does the increasing demand for sustainability and the latest technological developments present?

Managing Luxury Brands
brings together insights from leading academics in the field to answer these questions and more in this comprehensive guide to luxury brand management. It examines what makes a luxury brand, the changing perception of luxury over time, and how to market luxury brands in light of socio and cultural developments and global market shifts. Featuring discussion points, key concept definitions and further reading suggestions for each chapter, it also explores how brands can embrace end-to-end sustainable luxury and the circular economy, and the opportunities of technological developments such as artificial intelligence, augmented reality and non-fungible tokens (NFTs).

Featuring case studies from a range of international brands such as Louis Vuitton, Michael Kors and Shanghai Tang, Managing Luxury Brands combines rigorous academic research with the authors' extensive consulting and industry experience to ensure that complex ideas are firmly grounded in real-world implications and applications throughout. Supported by online resources of lecture slides and video interviews with industry experts, this book is an essential resource for any student studying luxury brand management.

About the authors

Eleonora Cattaneo (ed.) is Senior Lecturer in luxury marketing and Head of the MA in Luxury Brand Management at Regent's University London. Previously, she was Senior Lecturer at SDA Bocconi School of Management, Italy, and Adjunct Professor at Franklin University Switzerland. She has extensive consulting experience in a variety of industries including automotive, fashion and non-profit. The author of several publications and papers, her research interests focus on the management of iconic brands and luxury consumption. She is Senior Fellow of the Chartered Management Institute and is based in London, UK.