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This book addresses the No 1 challenge of all major luxury brands
today: How can these brands pursue their growth yet remain luxury?
How do you reconcile growth and rarity? Kapferer on Luxury offers a
selection of the most recent and insightful articles and original
essays on the luxury growth challenge from Jean-Noel Kapferer, a
world-renowned luxury analyst. Each chapter addresses a specific
issue relating to the luxury growth challenge such as sustaining
the 'luxury dream', adapting the internet to luxury demands,
re-widening the gap with premium brands' competition, and the
importance of non-delocalization. It also explores in detail facing
the demand of the Chinese clients, rising sustainable quality and
experiential standards, developing real luxury services and
managing luxury brands within groups without diluting their equity
and more. As such, Kapferer on Luxury is the perfect and timely
resource for luxury executives, communication managers, luxury
observers and advanced students willing to deepen their
understanding of this major luxury challenge.
Presenting some of the most significant research on the modern
understanding of luxury, this edited collection of articles from
the Journal of Brand Management explores the complex relationships
consumers tie with luxury, and the unique characteristics of luxury
brand management. Covering the segmentation of luxury consumers
worldwide, the specificity of luxury management, the role of
sustainability for luxury brands and major insights from a customer
point of view, Advances in Luxury Brand Management is essential
reading for upper level students as well as scholars and discerning
practitioners.
Presenting some of the most significant research on the modern
understanding of luxury, this edited collection of articles from
the Journal of Brand Management explores the complex relationships
consumers tie with luxury, and the unique characteristics of luxury
brand management. Covering the segmentation of luxury consumers
worldwide, the specificity of luxury management, the role of
sustainability for luxury brands and major insights from a customer
point of view, Advances in Luxury Brand Management is essential
reading for upper level students as well as scholars and discerning
practitioners.
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-Noel 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, analyzing 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 fully revised second edition of The Luxury Strategy
explores the diversity of meanings of 'luxury' across different
markets. It rationalizes 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 with a new section on marketing and selling
luxury goods online and the impact of social networks and digital
developments, this book has truly cemented its position as the
authority on luxury strategy.
Rumors may be the oldest medium of mass communication of
information or ideas. Even before there were newspapers, radio, or
television, rumors communicated by word-of-mouth made and shattered
reputations, and set off riots and wars. Yet contrary to
predictions, rumors continue to thrive, in spite of and parallel to
mass media.
What accounts for the puzzling persistence and continuing
significance of this little-studied social phenomenon? Jean-Noel
Kapferer examines the theory and practice of rumors, focusing on
specific areas such as entertainment, criminal behavior, business
and finance, and politics. He describes the kinds of conditions
that give birth to rumors, why we believe them, and the hidden
messages they convey. Kapferer points out that rumors frequently
serve useful social purposes and present rich examples. He
speculates about how rumors can be controlled, changed, and
prevented.
Drawing upon contributions of disciplines ranging from
psychology to history, and integrating the insights of Europeans
with the latest work of American researchers, this is the most
comprehensive examination of rumors, gossip, and urban legends yet
published. Translated into nine languages, this edition was updated
with advances in theory and research since the book's original
French publication in 1987. Its brisk, accessible style makes the
book of interest to psychologists, economists, political
scientists, sociologists, and folklore analysts, as well as the
general reader who is curious about the origins of this fascinating
social phenomenon.
Despite being vastly different both socially and economically, art
and fashion are increasingly converging to collaborate in mutually
advantageous ways. This book discusses the mutual benefits of
collaboration through analysis of successful case studies,
including corporate art collections and museums, patronage and
sponsorship initiatives, and art-based brand management in the
fashion sector. It provides a categorization of the strategies that
fashion firms employ when they join the art world and illustrates
how art and fashion brands can interact strategically at different
levels. This book will be a valuable resource to researchers,
providing an enhanced understanding of the potential of
artification for managing brands and products.
Adopted internationally by business schools and MBA programmes,
this book is the ultimate resource for senior strategists,
positioning professionals and postgraduate students to understand
and overcome the challenges of brand management and strategy today,
written by the leading international expert of branding, Jean-Noel
Kapferer. The New Strategic Brand Management is simply the
reference source for branding professionals and postgraduate
students. Over the years it has not only established a reputation
as one of the leading works on brand strategy, but also has become
synonymous with the topic itself. Using an array of international
case studies, this book covers all the leading issues faced by
brand strategists today, with both gravitas and intelligent
insight. It reveals new thinking on topics such as putting culture
and content into brands, the impact of private labels and the
comeback of local brands. This updated fifth edition builds on the
book's already impressive reputation, including new content that
will help students and practitioners stay up to date with
targeting, with relevant research and market knowledge to support
the discipline. With dedicated sections for specific types of
brands (luxury, corporate and retail), international examples and
case studies from companies such as Audi, Nivea, Toyota and Absolut
Vodka; plus models and frameworks such as the Brand Identity Prism;
The New Strategic Brand Management remains at the forefront of
strategic brand thinking.
Despite being vastly different both socially and economically, art
and fashion are increasingly converging to collaborate in mutually
advantageous ways. This book discusses the mutual benefits of
collaboration through analysis of successful case studies,
including corporate art collections and museums, patronage and
sponsorship initiatives, and art-based brand management in the
fashion sector. It provides a categorization of the strategies that
fashion firms employ when they join the art world and illustrates
how art and fashion brands can interact strategically at different
levels. This book will be a valuable resource to researchers,
providing an enhanced understanding of the potential of
artification for managing brands and products.
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