Contemporary Issues in Luxury Brand Management
- ISBN-10
- 1000829359
- ISBN-13
- 9781000829358
- Category
- Business & Economics
- Pages
- 188
- Language
- English
- Published
- 2023-03-31
- Publisher
- Taylor & Francis
- Authors
- Eleonora Cattaneo, Sylvie Studente
Description
This book provides a comprehensive overview of the key themes surrounding luxury brand management and the core issues faced by luxury firms today. The luxury industry has undergone a series of dynamic changes in the past twenty years. Economic trends, digital transformation, and changing consumer habits are creating a new competitive landscape where traditional strategies will not necessarily provide continued growth and profitability. Approaching luxury from a realistic brand management perspective, this book works step-by-step through a typical luxury course structure, covering sustainability, heritage, emerging brands, digital marketing and analytics, curation, intellectual property, and start-ups. Each chapter is illustrated by a relevant international case study and further examples, as well as reflective questions to help gain insight from contemporary practice. With additional PowerPoint slides and a test bank of questions available online, this comprehensive textbook should be core reading for postgraduate students studying luxury brand management or luxury strategy.
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