Michel Chevalier - Luxury Brand Management in Digital and Sustainable Times
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- Название:Luxury Brand Management in Digital and Sustainable Times
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Luxury Brand Management in Digital and Sustainable Times: краткое содержание, описание и аннотация
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delivers a timely re-examination of what constitutes the contemporary luxury brand landscape and the current trends that shape the sector. Distinguished experts and authors Michel Chevalier and Gerald Mazzalovo provide readers with a comprehensive treatment of the macro- and micro-economic aspects of management, communication, distribution, logistics, and creation in the luxury industry.
Readers will learn about the growing importance of authenticity and sustainability in the management of fashion, perfume, cosmetics, spirits, hotels and hospitality, jewelry, and other luxury brands, as well as the strategic issues facing the companies featured in the book. The new edition offers:
A new chapter on the “Luxury of Tomorrow,” with a particular focus on authenticity and durable development A completely revised chapter on “Communication in Digital Times,” which takes into account the digital dimension of brand identity and its implications on customer engagement activities and where the concept of Customer Journey is introduced as a key marketing tool A rewritten chapter on “Luxury Clients” that considers the geographical changes in luxury consumption Considerations on the emerging notion of “New Luxury” Major updates to the data and industry figures contained within the book and a new section dedicated to the hospitality industry New semiotic analytical tools developed from the authors’ contemporary brand management experiences Perfect for MA and MBA students, Luxury Brand Management also belongs on the bookshelves of marketing, branding, and advertising professionals who hope to increase their understanding of the major trends and drivers of success in this sector.
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11 Chapter 12Table 12.1 Medium-Term Luxury Market TrendsTable 12.2 External Sources of Brand AuthenticityTable 12.3 Internal Sources of AuthenticityTable 12.4 Evolution of the Sources of Authenticity
12 Appendix ATable A.1 Sasin School of Management Brand Ethics (2020)Table A.2 Sasin School of Management Brand Aesthetics (2020)
List of Illustrations
1 Chapter 1 Figure 1.1 Analytical Scheme of the Definitions of Luxury Figure 1.2 Positioning of Some Authors on the Analytical Scheme of the Defin... Figure 1.3 History of the Semantic Evolution of the Definitions of the Notio... Figure 1.4 Positioning of the Definition of Luxury Given by Consumers Figure 1.5 Semiotic Square of Consumption Values Figure 1.6 Semiotic Square of Veracity Figure 1.7 Evolution from Traditional to New Luxury Figure 1.8 Semiotic Square on Different Types of Luxury
2 Chapter 4Figure 4.1 Interbrand Brand-Value Management Model.
3 Chapter 6Figure 6.1 The Brand Hinge. Analytical levels of a brand universeFigure 6.2 The Hinge Applied to Pininfarina Brand IdentityFigure 6.3 Brand Manifestations, Identity, and StrategiesFigure 6.4 The EST-ET© Diagram Applied to Some Pininfarina CarsFigure 6.5 Applying the Brand Identity to All the Brand Manifestations (Jim ...Figure 6.6 Place of Brand Identity in Company Functional Strategies
4 Chapter 7Figure 7.1 The Brand Life CycleFigure 7.2 Gucci Turnover, 1991–2019 (in € millions)Figure 7.3 Saint Laurent and Bottega Veneta Turnover, 2012–2019 (in € millio...Figure 7.4 Hermès Turnover, 1988–2018 (in € millions)Figure 7.5 Salvatore Ferragamo Turnover, 1988–2019 (in € millions)Figure 7.6 Roger Vivier Turnover (in € MillionsFigure 7.7 Reviving Sleeping BeautiesFigure 7.8 Typology of Targeted Companies by a Private Equity Fund: Emerging...Figure 7.9 Brand Identity prism applied to Hermès (2020)Figure 7.10 The Rosewindow (Marie-Claude Sicard)Figure 7.11 Semiotic Square of Consumption Values (J.-M. Floch)Figure 7.12 Salvatore Ferragamo (1992–2020)Figure 7.13 Two Basic Brand PositioningsFigure 7.14 Two Strategic Options: Market-Centered or Self-Centered BrandsFigure 7.15 Authenticity and Gratuitous Design Brand StrategiesFigure 7.16 Examples of Brand Strategies on the Authenticity versus Gratuito...Figure 7.17 Structuration on a Semiotic Square of Baudrillard's Thesis on th...Figure 7.18 Semiotic Mapping of Consumer Values (Andrea Semprini)Figure 7.19 Positioning Brands on the Semiotic MapFigure 7.20 The Narrative Scheme (Jean-Marie Floch)Figure 7.21 The Semionarrative Scheme Applied to the RATP Logo
5 Chapter 8Figure 8.1 Luxury Products Business ProcessFigure 8.2 Organization by CompetenciesFigure 8.3 Don Juan Suits Competitors Price/Fashion MapFigure 8.4 Don Juan Suit Collection StructureFigure 8.5 Overall Proportions of Thomas Brand Menswear Subcategories for SS...Figure 8.6 Strategic Collection Plan for Thomas Brand's Necktie CategoryFigure 8.7 Sales of Thomas Brand's Necktie Category between 2015 and 2018 an...Figure 8.8 Collection Calendar of an A/W Ladies' Shoe CollectionFigure 8.9 Collection Calendar of Ladies' Ready-to-Wear and Home Furnishing ...Figure 8.10 Inputs and Constraints Applying to the Creative DepartmentFigure 8.11 Bally Example of Design and Development Department Organization ...Figure 8.12 Brand Identity Manifestations—Different CompetenciesFigure 8.13 Application of YSL style definition to his creationsFigure 8.14 Pininfarina Creative Sequence
6 Chapter 9Figure 9.1 Basic and Mediatized ManifestationsFigure 9.2 The Communication ChainFigure 9.3 The Consumer Decision JourneyFigure 9.4 Example of Thomas Brand's Digital Dashboard (2018)Figure 9.5 The World's Most-Used Social Media.Figure 9.6 Initial Organization of Thomas E-commerce Activities
7 Chapter 10Figure 10.1 The Brand's Worldwide Presence
8 Chapter 11Figure 11.1 The Store as the Most Complete Experience for Virtual and Real B...
9 Chapter 12Figure 12.1 Four Types of Consumer Attitudes with Respect to Sustainability....Figure 12.2 Components of Brand Authenticity as the Quality of a Relationshi...
10 Appendix AFigure A.1 Sasin Two LogosFigure A.2 The Nonagon Structuring Sasin's Brand EthicsFigure A.3 The Nonagon Structuring Sasin's Brand Ethics (details)
Guide
1 Cover
2 Table of Contents
3 Begin Reading
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