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by Gerald Mazzalovo, Michel Chevalier
Luxury Brand Management: A World of Privilege, 2nd Edition
Cover
Contents
Title
Copyright
Introduction
Chapter 1: The Concept of Luxury
A Problematic Definition
Chronicle of a Semantic Evolution
Classification of Existing Definitions
Luxury Values
True Luxury, Intermediate Luxury
Luxury, Being and Appearing
Five Sources of Legitimacy
Conclusion
Chapter 2: Specificities of the Luxury Industry
What Is So Different About the Luxury Goods Industry?
The Key to Success in Luxury Goods
The Major Operators
Chapter 3: Major Luxury Sectors
Ready-to-Wear Activities
Perfumes and Cosmetics
Wines and Spirits
The Watch and Jewelry Market
The Leather Goods Market
The World of Hotels and Hospitality
Conclusion
Chapter 4: The Power of the Luxury Brand
The Value of a Brand
The Characteristics of a Brand
The Brand and Its Signs
The Legal Aspects and the Defense of a Brand
Chapter 5: The Luxury Client
Who Are the Luxury Clients?
The Excursionists
The New Consumer
Are Clients from Different Nationalities Similar?
The RISC Study
Chapter 6: Brand Analytical Tools
Brand Life Cycle
The Birth of a Brand
Growth of a Brand
Brand’s Maturity
Decline, Relaunch, and Death
Brand Identity
A Still-Too-Unfamiliar Concept
Other Analytical Models
The Limits of the Concept of Identity: Strategic and Operational Implications
Chapter 7: Managing Creation
The Nature of Creative Activities
Managing the Product
Brand Aesthetics
Brands and the Arts
Chapter 8: Communication
Obsolescence of the 4Ps
Advertising
PR, Events, Promotion, and the Internet
The Place of the Product
Company Behavior
Actual Consumers
What Is Good Communication?
Chapter 9: International Distribution
International Distribution Systems
The Different Distribution Systems
Price Structures
The Advertising Budget and Advertising Policies
The Special Case of Duty-Free Operations
The Parallel Market: Reasons and Consequences
Chapter 10: Retailing
Background Analysis
Retailing in the Luxury Field
The Store as a Communication Tool
The Retail Model versus the Wholesale Model
Chapter 11: Licensing Strategy
Brands Developed Exclusively Through License Deals
Sectors in Which the Majority of Brands Use Licensing Deals
Companies Specializing in License Contracts
The Process of Development Under License
Conclusion
No Place in the Middle
Bling-Bling Will Prosper
The Strengthening of Custom Products
The Extension of the Concept of the Luxury Experience
The Century of Asian Luxury
Index
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