The Luxury Strategy: Break the Rules of Marketing to Build


The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands [Reading] ➻ The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands Author Jean-Noël Kapferer – Buyprobolan50.co.uk Luxury is in fashion and is now to be found in almost every retail, manufacturing and service sector New terms like mass luxury, new luxury and hyper luxury attempt to qualify luxury But if everything Strategy: Break eBook ☆ Luxury is in fashion and is now to be found in almost every retail, manufacturing and The Luxury eBook Á service sector New terms like mass luxury, new luxury and hyper luxury attempt to qualify luxury But Luxury Strategy: Break PDF/EPUB Ä if everything is luxury then surely the term itself has no meaning There is confusion today about what really makes a luxury product, a luxury brand or a luxury company The Luxury Strategy analyzes in depth the essence of luxury, highlights its managerial implications and rationalizes the highly original methods often very far from the usual marketing strategies used to transform small family businesses such as Ferrari, BMW, Louis Vuitton, Cartier, Chanel, Armani or Ralph Lauren into worldwide successes The Luxury Strategy clarifies the difference between premium, fashion, and luxury, and sets out the counter intuitive rules for successfully marketing luxury goods and services Luxury experts Jean Noel Kapferer and Vincent Bastien provide the first rigorous blueprint for effectively managing luxury brands and companies at the highest level, including human resources and financial management Finally, The Luxury Strategy unveils how in any market, including B to B, a company can learn from luxury strategies to differentiate itself profitably.

    The Luxury Strategy: Break the Rules of Marketing to Build what really makes a luxury product, a luxury brand or a luxury company The Luxury Strategy analyzes in depth the essence of luxury, highlights its managerial implications and rationalizes the highly original methods often very far from the usual marketing strategies used to transform small family businesses such as Ferrari, BMW, Louis Vuitton, Cartier, Chanel, Armani or Ralph Lauren into worldwide successes The Luxury Strategy clarifies the difference between premium, fashion, and luxury, and sets out the counter intuitive rules for successfully marketing luxury goods and services Luxury experts Jean Noel Kapferer and Vincent Bastien provide the first rigorous blueprint for effectively managing luxury brands and companies at the highest level, including human resources and financial management Finally, The Luxury Strategy unveils how in any market, including B to B, a company can learn from luxury strategies to differentiate itself profitably."/>
  • Hardcover
  • 384 pages
  • The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands
  • Jean-Noël Kapferer
  • English
  • 04 September 2019
  • 0749454776

About the Author: Jean-Noël Kapferer

Strategy: Break eBook ☆ Jean Noel Kapferer is the European authority on brand management He is internationally recognised as one The Luxury eBook Á of the worldwide leading specialists on brands and one of the most influential He has promoted radical Luxury Strategy: Break PDF/EPUB Ä new concepts and methods, written eleven books on communication and brands All his works have been translated into several languages and widely diffused throughout the world Kapferer s unique style of in depth analysis and also creative recommendations originates from his highly international vision and background, and a permanent equilibrium between theory and practiceJean No l Kapferer is recognized as the promoter of key concepts of modern brand managementHe was an early advocate of the concept of brand identity, at a time when american academic pioneers on brand equity did not even know the concept He is also a constant promoter of the holistic approach to brand identity, congenial to European or Asian brand management, unlike north American theorizing which holds brands as a sum of attributesIts major conceptual and operational contributions to the advancement of brand management are the identity prism, a holistic integrated approach to brand identity the brand kernel, distinguishing non negotiable brand facets and peripheral facets of brand identity the brand coherence grid, to audit the product portfolio of brands internationally and propose optimal architectures the definition of core brand architectures the promotion of wide brand extensions unlike the traditional and limitative product brand approach.



10 thoughts on “The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands

  1. Alberto D& Alberto D& says:

    Great, not too academic, textbook on what exactly sets a luxury business model apart from others I think the mix of academic and industry skills between the two authors makes this a helpful guide for executives who are looking at either managing a luxury brand or at borrowing luxury tools to differentiate their offering within other industries Lots of real life case studies, intelligently analysed within the book, make the teachingsreadily implementable Two shortcomings in my view are Great, not too academic, textbook on what exactly sets a luxury business model apart from others I think the mix of academic and industry skills between the two authors makes this a helpful guide for executives who are looking at either managing a luxury brand or at borrowing luxury tools to differentiate their offering within other industries Lots of real life case studies, intelligently analysed within the book, make the teachingsreadily implementable Two shortcomings in my view are 1 sometimes the academic approach prevails so that such case studies are a little forced to fit the narrative of the chapter, in a way that reminds me of Good To Great , i.e looking backwards for causal relationships that might not be there 2 some parts such as sustainability and the internet could use a refresh, even though many of the 2012 predictions turned out to be broadly accurate.Overall the book is a powerful tool to be used to stimulate creative thoughts and solutions about the reader s specific situation

  2. Masoud Mirzamani Masoud Mirzamani says:

    .https www.youtube.com watch v aZ37Q The History of Luxury

  3. Tiago Soares Tiago Soares says:

    This is by far the best book you can read on the topic of luxury It covers most aspects of the business that you can think of, and some other things too, that are not directly related to it.It is also worth to mention that Mr Kapferer has hand on the business of luxury, and does not only write or research about it.

  4. Marco Marco says:

    I d say it slike a 4.75 5 than a 5, but it s very interesting.Didn t know a lot of things.I wasn t particularly interested in the business strategy since I already knew from other studies , and most rules are intuitive after you know the basic principles a product is not sold, but it s bought it s all about a genuine story, a vision dream, it s all about the person who lives the dream the buyer.Also interesting from a consumer standpoint I now think most luxury brands are garbage I d say it slike a 4.75 5 than a 5, but it s very interesting.Didn t know a lot of things.I wasn t particularly interested in the business strategy since I already knew from other studies , and most rules are intuitive after you know the basic principles a product is not sold, but it s bought it s all about a genuine story, a vision dream, it s all about the person who lives the dream the buyer.Also interesting from a consumer standpoint I now think most luxury brands are garbage and not worth the money and people shouldn t waste their money for the overpriced product that doesn t tell anything.A book full of informations, very very relevant for whoever wants to build a luxury brand Highly recommended, buy it

  5. Annabelle Annabelle says:

    I don t know why luxury brands exist in the first place But I must admit the products from the luxury brands are breathtaking However, their gorgeously looking designs still can t justify their hefty price tags Especially when I can get comparable quality with replicas nowadays According to what I read in Dhana s replica bags quality guide, there are mirror image quality replicas that achieve 99% similarity and can even fool the eyes of the sales associates in the boutiques You can click he I don t know why luxury brands exist in the first place But I must admit the products from the luxury brands are breathtaking However, their gorgeously looking designs still can t justify their hefty price tags Especially when I can get comparable quality with replicas nowadays According to what I read in Dhana s replica bags quality guide, there are mirror image quality replicas that achieve 99% similarity and can even fool the eyes of the sales associates in the boutiques You can click here to read this mind boggling post

  6. Jorė Jorė says:

    Luxury takes time and luxury has time for me this is the core message of the book.The book nicely combines the philosophy behind luxury brands and practicalities Both sides are extremely useful and inspiring.

  7. Brandon Brandon says:

    Excellent

  8. Angela Angela says:

    Explicated my intuition but a bit repetitive at times

  9. Dean Owen Dean Owen says:

    Brilliant, absolutely brilliant By all means, this isn t an easy holiday read however the value of the book goes far beyond it s weight and price I d highly recommend the book for anyone wishing to position their business within either a Luxury or Premium position in their market.

  10. Joseph Mangan Joseph Mangan says:

    I always knew that there was something not quite right with the way I saw people on social media with branded luxury before reading this book I would not have put that word in inverted commas I could never place my doubts but now I can very clearly Luxury as we know it today is truly a con and has been vulgarised For Vuitton to flog PVC sacks for thousands of dollars, accurately described in this book as vulgar couldn t betrue A PVC Vuitton sack toted ostentatiously on the arm of a I always knew that there was something not quite right with the way I saw people on social media with branded luxury before reading this book I would not have put that word in inverted commas I could never place my doubts but now I can very clearly Luxury as we know it today is truly a con and has been vulgarised For Vuitton to flog PVC sacks for thousands of dollars, accurately described in this book as vulgar couldn t betrue A PVC Vuitton sack toted ostentatiously on the arm of an untalented nobody from that TV show on snapchat on your Instagram recommendations is the absolute opposite of luxury I am so happy I found this book Perhaps we need to see past the luxury illusion and redefine it for ourselves

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