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The Luxury Strategy
Break the Rules of Marketing to Build Luxury Brands
Brief Description
Discover the secrets to successful luxury brand management with this bestselling guide written by two of the world's leading experts on luxury branding, Jean-Noël Kapferer and Vincent Bastien, providing a unique blueprint for luxury brands and companies. Having established itself as the definitive work on the...
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Format: Hardback
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The Luxury Strategy
$9599
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Deconstruct the marketing of the most successful luxury goods, brands and companies to reveal the unique and often paradoxical 'anti-laws' of successful luxury brand management, with this ground-breaking book.
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Description
Discover the secrets to successful luxury brand management with this bestselling guide written by two of the world's leading experts on luxury branding, Jean-Noël Kapferer and Vincent Bastien, providing a unique blueprint for luxury brands and companies.
Having established itself as the definitive work on the essence of a luxury brand strategy, this book defines the differences between premium and luxury brands and products, analysing the nature of true luxury brands and turning established marketing 'rules' upside-down.
Written by two world experts on luxury branding, The Luxury Strategy provides the first rigorous blueprint for the effective management of luxury brands and companies at the highest level.
This updated and revised third edition of The Luxury Strategy explores the diversity of meanings of 'luxury' across different markets. It rationalises those business models that have achieved profitability and unveils the original methods that were used to transform small family businesses such as Ferrari, Louis Vuitton, Cartier, Chanel, Armani, Gucci, and Ralph Lauren into profitable global brands.
Now updated with coverage of the luxification of society, the impact of artificial intelligence on the sector as well as other technologies such as the metaverse, the idea of exemplar luxury, and the relevance of luxury brands outside of the luxury market, this book has truly cemented its position as the authority on luxury strategy.
Book Details
INFORMATION
ISBN: 9781398624269
Publisher: Kogan Page Ltd
Format: Hardback
Date Published: 03 June 2025
Country: United Kingdom
Imprint: Kogan Page Ltd
Edition: 3rd Revised edition
Audience: Tertiary education, Professional and scholarly
DIMENSIONS
Width: 156.0mm
Height: 234.0mm
Weight: 250g
Pages: 440
About the Author
Jean-Noël Kapferer is an internationally recognized thought leader on brands and brand management. An Emeritus professor at HEC Paris, he has been a consultant to many European, Asian and American corporations. He is the author of international bestseller New Strategic Brand Management, and Kapferer on Luxury (published by Kogan Page). Vincent Bastien was formerly MD of Louis Vuitton Malletier and CEO of Yves Saint Laurent Parfums. He has held senior posts at some of the world's most prestigious luxury brands and was previously Affiliate Professor at HEC Paris, teaching Strategy in Luxury.
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