Luxury Brand Management in Digital and Sustainable Times

Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Chevalier, Michel
Otros Autores: Mazzalovo, Gerald
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Newark : John Wiley & Sons, Incorporated, 2021.
Edición:4th ed.
Temas:
Brand name products > Management.
Produits de marque > Gestion.
Acceso en línea:Texto completo
Tabla de Contenidos:
  • Cover
  • Title Page
  • Copyright
  • Contents
  • 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
  • New Luxury
  • Conclusion on the Notion of Luxury
  • Chapter 2 Specificities of the Luxury Industry
  • What Is So Different About the Luxury Industry?
  • Financial Characteristics
  • Time Frame
  • The Key to Success in Luxury Goods
  • The Major Operators
  • Chapter 3A Major Luxury Sectors
  • Ready-to-Wear Activities
  • Perfumes and Cosmetics
  • The Leather Goods Market
  • Chapter 3B Major Luxury Sectors
  • Wines and Spirits
  • The Watch and Jewelry Market
  • The World of Hotels and Hospitality
  • Conclusion on the Major Luxury Sectors
  • Chapter 4 The Power of the Luxury Brand
  • The Value of a Brand
  • The Characteristics of the Brand
  • The Brand and Its Signs
  • The Legal Aspects and the Defense of a Brand
  • Fighting Counterfeit Activities
  • Chapter 5 The Luxury Client
  • Who Is the Luxury Client?
  • The New Client
  • Customer Attitudes by Product Category and Nationality
  • The Analysis of Clients by Nationality
  • Conclusion
  • Chapter 6 Brand Identity: Concepts and Analytical Semiotic Tools
  • Brand Identity
  • The Brand Hinge: Ethics and Aesthetics
  • Brand Ethics Analytical Process: Some Practical Clues
  • Brand Aesthetics Analytical Process: Some Practical Clues
  • The EST-ET© Diagram
  • Brand Identity Strategic and Operational Implications
  • General Considerations on the Brand Identity Concept
  • Other Approaches to Brand Management
  • Chapter 7 Additional Brand Analytical Tools
  • Brand Life Cycle
  • The Identity Prism
  • The Rosewindow
  • The Semiotic Square
  • Semiotic Mapping
  • The Narrative Scheme
  • The Semionarrative Scheme
  • A Few Words on Semiotics
  • Chapter 8 Creation and Merchandising
  • Merchandising
  • Creation
  • Brand Aesthetics
  • Art and Brands
  • Chapter 9 Communication in Digital Times
  • Digital Times
  • Communication
  • Specificities of Digital Communication
  • Not Forgetting "Traditional Communication"
  • Conclusion
  • Chapter 10 Managing a Global Brand
  • International Distribution Systems
  • Dealing with Online Operators
  • Licensing Activities
  • The Special Case of Duty-Free Operations
  • The Parallel Market: Reasons and Consequences
  • Chapter 11 Retail Management
  • Why Is Retailing So Important Today?
  • The Present Retail Situation for Luxury Brands
  • Basic Retail Management Concepts
  • Store Location
  • Budget, Planning, and Control
  • Staffing, Training, and Evaluation
  • The Store as a Communication Tool
  • The Challenge of the Seamless Online, Offline Process
  • The Future of Luxury Retailing
  • Chapter 12 Sustainability and Authenticity
  • Sustainability
  • Brand Authenticities
  • Overall Conclusion

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