This book looks at luxury brand management and strategy from theory
to practice and presents new theoretical models and solutions for
how to create and develop a worldwide luxury brand in the
twenty-first century. The book gives an overview of how a luxury
brand is created through the understanding and application of
economic rules and through firms adopting new management models
across multiple business dimensions. It also explains the
application of theories and models and illustrates specific issues
through case studies drawn from international markets such as China
and France. The Chinese cases provide unique opportunities and
insights into how these new luxury brands were created and how they
have benefited from the international market over time. From the
international brand management perspective, this book is a useful
reference for anyone who wants to learn more about luxury brand
management and to better understand how the international market
has evolved and how products may change the rules of the game.
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