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Title Advances in luxury brand management / Jean-Noël Kapferer, Joachim Kenstock, Tim Oliver Brexendorf, Shaun M. Powell, editors
Published Cham, Switzerland : Palgrave Macmillan, [2017]
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Description 1 online resource
Series Journal of brand management: advanced collections
Journal of brand management: advanced collections.
Contents Advances in Luxury Brand Management; Contents; List of Figures; List of Tables; Introduction: Luxury Brand Management Insights and Opportunities; The Luxury Industry; Consumer Luxury Brand Perceptions; Ingredient Branding; Luxury Brand Experience and Journey; Luxury Brand Co-creation in a Digitally Connected World; Luxury and Sustainability; Luxury Brand Counterfeits; Outline of Chapters; Conclusion; References; The End of Luxury as We Knew It?; From Niche to Mass; Is Luxury Brand Management a Financially Driven Strategy?; From Bespoke Brands to World Megabrands
Make It Difficult for Clients to BuyThe Role of Advertising Is Not to Sell; Advertise to Those Whom You Are Not Targeting; Raise Your Prices Continuously in Order to Increase Demand; Unveiling the Specific Marketing of Luxury Brands; The Luxury Sector Hit by the Economic Crisis; The Future of Luxury Brands: From Retreat to Rebound; References; Luxury Consumption in the Trade-Off Between Genuine and Counterfeit Goods: What Are the Consumers' Underlying Motives and Value-Based Drivers?; Introduction; Theoretical Background and Construct Definition
The Luxury Brand Strategy ChallengeReferences; The Specificity of Luxury Management: Turning Marketing Upside Down; Introduction; Luxury Marketing: A Difference of Level or of Nature?; The Essence of Luxury: Recreating the Social Distance; Luxury as a Badge: Luxury for Others; Luxury for Oneself; Luxury and Fashion; Turning Marketing Upside Down; Forget About 'Brand Positioning', Worship Brand Identity; Be Superlative, Never Comparative; Should You Aim at the Pursuit of Perfection? No Flaws, No Charm; Resist Clients' Demands; Don't Look for Equality with Your Clients
The Luxury Concept and Motives for Luxury ConsumptionDefinition of Counterfeiting; Conceptual Model: Determinants of Consumers' Luxury Value Perceptions; Financial Value; Functional Value; Individual Value; Social Value; Counterfeiting Research: Selection Method and State of the Art; Price and Price-Quality Relationship; Product Characteristics and Related Involvement; Individual Characteristics; Status-Oriented Consumption; Implications for Countermeasures Against Counterfeit Consumption; Legal Countermeasures; Ethical Countermeasures; Economic Countermeasures
Why Luxury Needs Cult ProductsIs Luxury Management a Science of Artificial Rarity?; Self-elevation: Learning from Religion and Art; What Are the New Purposes of Luxury Stores Today?; Luxury Challenges for the Future: Sustaining the Gap; References; Luxury Brand Marketing -- The Experience Is Everything!; Introduction; A New Luxury Paradigm; Parameters of Luxury; Consumption of Luxury; Luxury and Postmodernism; Experiential Luxury Marketing; The Experience Economy; Dimensions of the Luxury Experience; Strategies for Experiential Luxury Marketing; Conclusions and Implications; References
Summary Presenting some of the most significant research on the modern understanding of luxury, this edited collection of articles from the Journal of Brand Management explores the complex relationships consumers tie with luxury, and the unique characteristics of luxury brand management. Covering the segmentation of luxury consumers worldwide, the specificity of luxury management, the role of sustainability for luxury brands and major insights from a customer point of view, Advances in Luxury Brand Management is essential reading for upper level students as well as scholars and discerning practitioners
Notes Conclusions and Further Research Steps
Print version record
Subject Brand name products -- Management.
Branding (Marketing)
Luxuries -- Marketing.
Luxury goods industry.
Form Electronic book
Author Brexendorf, Tim Oliver, 1973- editor
Kapferer, Jean-Noël, editor
Kernstock, Joachim, 1966- editor
Powell, Shaun M., editor
ISBN 3319511270
9783319511276