It is through marketing, in the broader (strategic and operational) sense, that luxury companies distinguish themselves strongly from others. However, this brings with it specific issues in the areas of finance and HR.
The first issue is the importance of the brand’s value. This is by far the most important of its assets, and it is due, as we have seen in Chapter 6, to the extreme concentration of intangibles that it embodies.
The value of a luxury company is above all the financial value of its brand
In 2011 the value of the Louis Vuitton name made it the 18th brand in the world, according to Interbrand, with a valuation of US $23.1 billion, just behind ...