Luxury Brand Management: A World of Privilege, 2nd Edition

Contents

Introduction

Chapter 1: The Concept of Luxury

A Problematic Definition

Chronicle of a Semantic Evolution

Classification of Existing Definitions

Luxury Values

True Luxury, Intermediate Luxury

Luxury, Being and Appearing

Five Sources of Legitimacy

Conclusion

Chapter 2: Specificities of the Luxury Industry

What Is So Different About the Luxury Goods Industry?

The Key to Success in Luxury Goods

The Major Operators

Chapter 3: Major Luxury Sectors

Ready-to-Wear Activities

Perfumes and Cosmetics

Wines and Spirits

The Watch and Jewelry Market

The Leather Goods Market

The World of Hotels and Hospitality

Conclusion

Chapter 4: The Power of the Luxury Brand

The Value of a Brand

The Characteristics of a Brand

The Brand and Its Signs

The Legal Aspects and the Defense of a Brand

Chapter 5: The Luxury Client

Who Are the Luxury Clients?

The Excursionists

The New Consumer

Are Clients from Different Nationalities Similar?

The RISC Study

Chapter 6: Brand Analytical Tools

Brand Life Cycle

The Birth of a Brand

Growth of a Brand

Brand’s Maturity

Decline, Relaunch, and Death

Brand Identity

A Still-Too-Unfamiliar Concept

Other Analytical Models

The Limits of the Concept of Identity: Strategic and Operational Implications

Chapter 7: Managing Creation

The Nature of Creative Activities

Managing the Product

Brand Aesthetics

Brands and the Arts

Chapter 8: Communication

Obsolescence of the 4Ps

Advertising

PR, Events, Promotion, and the Internet

The Place of the Product

Company Behavior

Actual Consumers ...