Managing Luxury Brands: A Complete Guide to Contemporary Luxury Brand Strategies

Managing Luxury Brands is a comprehensive textbook that covers key topics in luxury brand management, including socio-cultural contexts, environmental and social impact, sustainable luxury, and technological innovations. It is supported by case studies and examples from leading brands and provides insights from leading academics with extensive consulting and industry experience. It is an invaluable resource for students studying luxury brand management.

Format: Paperback / softback
Length: 360 pages
Publication date: 03 March 2023
Publisher: Kogan Page Ltd

Managing Luxury Brands is a comprehensive textbook that delves into the world of luxury brand management, offering a deep understanding of what makes these brands exceptional and how to successfully market them in a constantly evolving global context. The book explores the socio-cultural contexts of luxury, examining how prestige brands create meaning and establish their reputation. It provides a framework for analyzing, developing, and managing modern luxury brands, distinguishing it from other texts in the field. Additionally, the book addresses the environmental and social impact of luxury, sustainable luxury, and the opportunities presented by emerging technological innovations such as the metaverse, artificial intelligence, and non-fungible tokens (NFTs).

The textbook is packed with case studies and examples from renowned luxury brands like Ferrari, Balenciaga, and Shang Xia, providing valuable insights from leading academics and industry experts. These experts draw on extensive consulting and industry experience to offer practical advice and perspectives. The book is designed to facilitate learning and understanding, with learning objectives, discussion questions, and chapter summaries to aid in comprehension.

Furthermore, the textbook includes accompanying online resources, including lecture slides for each chapter. These slides provide visual aids and additional information to enhance the learning experience. Whether you are a student studying luxury brand management, a professional in the industry, or simply interested in the world of luxury, Managing Luxury Brands is an invaluable resource. It offers a comprehensive and up-to-date perspective on the field, equipping you with the knowledge and skills needed to succeed in this dynamic and challenging industry.

Weight: 536g
Dimension: 155 x 234 x 21 (mm)
ISBN-13: 9781398606401