Brand architecture strategy for acquired brands april 16th, 2020. Luxury strategy 2009 all published by kogan page and a pioneering book rumours. Luxury experts jeannoel kapferer and vincent bastien provide the first rigorous blueprint for effectively managing luxury brands and companies at the highest level. Luxury experts jeannoel kapferer and vincent bastien provide the first rigorous blueprint for effectively managing luxury brands and companies at the highest. Managing a luxury strategy in b to b 349 luxury marketing as the future of traditional marketing 352 what marketing issues of today could luxury marketing help to resolve.
The book starts off by offering a short history of luxury, explaining that its. The concept of luxury is attractive and fashionable. Jeannoel kapfereris one of the very few worldwide experts on brand management. 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. Kapferer j n and bastien v 2009 the luxury strategy london. The first edition of this book was published in 1992 in france. The luxury strategy break the rules of marketing to build luxury brands prof jean jeannol kapferer hec p. Jeannoel kapferer and vincent bastiens the luxury strategy. Coauthor of the luxury strategy, author of how luxury can grow yet remain rare, his articles are widely published in leading international journals, and he leads executive seminars on luxury in china, korea, japan, usa, and europe. Turning marketing upside down article pdf available in journal of brand management 165. 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. Break the rules of marketing to build luxury brands book online at best prices in india on. The luxury strategy break the rules of marketing to build luxury brands prof jean jeannol kapferer hec p paris i april p. The new edition is packed with fresh examples and case studies of brands from throughout the world, and pays particular attention to the development of global brands.
Break the rules of marketing to build luxury brands hardcover oct 28 2012. More generally speaking, selling on the internet without knowing exactly. Break the rules of marketing to build luxury brands 2nd ed. The main part that left me unsatisfied, and hence only 4 stars, is the part about applying the luxury strategy to nontraditional sectors, like hightech e. While that initial desire will drive interest in a brand, customers are evangelized through the overall brand experience whether thats an immersive tactic, a. Feb 15, 2012 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, jeannoel kapferer. The new strategic brand management advanced insights and. Im sure you have seen the movie the titanic, muses jeannoel kapferer, coauthor of the luxury strategy. Strategic brand management deals with the concept and practice of brand management in its totality. The luxury strategy aims at creating the highest brand value and pricing power by leveraging all intangible elements of singularity i.
Creating and sustaining brand equity long term new strategic brand management. Luxury brand strategy tactics to effectively engage customers. He is the founder of the india research center, was the founding associate dean of the global mba program, and the founder of the global management programs on luxury and retail management in partnership with indian institute of management iim ahmedabad, india. 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, jeannoel kapferer. Luxury brands are regarded as images in the minds of consumers that comprise of associations with a high price, quality, aesthetic, rarity and specialty c. Having an engineering background and being far from the studies of luxury branding and marketing, i still found the book a very interesting read and i believe that some of the antilaws of marketing described by kapferer can definitely be used in.
Contents introduction 1 part one back to luxury fundamentals 3 01 in the beginning there was luxury 5 a brief history of luxury 5. Break the rules of marketing to build luxury brands kogan page, 2009. Reinventing the brand by jean noel kapferer, 9780749435936, available at book depository with free delivery worldwide. Apr 16, 2009 authored by a marketing and brand expert, jeannoel kapferer, and a seasoned luxury industry executive, vincent bastien, the book sells itself as an instructional manual for executives that. How to apply kapferer prism to my brand identity work that. The second edition of this book was published by kogan page usa in 2012. Jeannoel kapfereris one of the very few worldwide experts on brands. How does the luxury brand differ from the upmarket brand or the ordinary brand. Kapferer on luxury offers a selection of the most recent and insightful articles and original essays on the luxury growth challenge from jeannoel kapferer, a worldrenowned luxury analyst. An empirical investigation on the performance of export intermediaries. His book stands out from others with its unique insights, its style of exhaustive analysis and its original perspectives, stemming from. Like having kapferer and bastien on your advisory board.
There are luxury columns in all magazines and journals. Mar 03, 2015 having an engineering background and being far from the studies of luxury branding and marketing, i still found the book a very interesting read and i believe that some of the antilaws of marketing described by kapferer can definitely be used in other product strategies different from the luxury market. Kapferer has handon the business of luxury, and does not only write or research about it. During the month of march i decided to focus on luxury brand management. Luxury is in fashion and is now to be found in almost every ret. Break the rules of marketing to build luxury brands kindle. D from northwestern university and international consulting experience stretching from europe and north. It rationalizes those business models that have achieved profitability and unveils the original methods that were used to transform small family businesses. Revealing and explaining the latest techniques used by companies worldwide, author jeannoel kapferer covers all the leading issues faced by the brand strategist today, supported by an array of international case studies. Emeritus professor at hec paris, he conducts his research at inseec luxury institute. This fully revised second edition of the luxury strategy explores the diversity of meanings of luxury across different markets. Download it once and read it on your kindle device, pc, phones or tablets. Global portfolio strategy 355 the case of industrial brand portfolios 356 linking the brand portfolio to the corporate strategy 357 key rules to manage a multibrand portfolio 359 the growing role of design in portfolio management 361 does the corporate organization match the brand portfolio. The internet can help sell a luxury product but cannot replace the personal relationship between the sales person who may be the ceo and the brand.
The new edition builds on this impressive reputation and keeps the book at the forefront of strategic brand thinking. He holds the pernodricard chair on prestige and luxury management at hec paris. 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. D from northwestern university and international consulting experience stretching from europe and north america to asia. Even massconsumption brands name many of their models deluxe or qualify their experience as luxurious.
Finally, the luxury strategy unveils how in any market. Key words luxury, fashion, premium, strategy summary if you are currently. Break the rules of marketing to build luxury brands by jeannoel kapferer and vincent bastien. In reality the vagueness in the current definitions of luxury. Global apparel and footwear market update 2014 in tmd 433 textile markets online. Jeannoel kapferer, author at branding strategy insider. Luxury experts jeannoel kapferer and vincent bastien provide the first rigorous blueprint for effectively managing luxury brands and companies at the. Adopted internationally by business schools, mba programmes and marketing practitioners alike, the new strategic brand management is simply the reference source for senior strategists, positioning professionals and postgraduate students. The luxury strategy will help you to gain a thorough understanding of the unique rules for successful luxury brand management. Apr 22, 20 jeannoel kapferer, coauthor of the luxury strategy, explains how combined economic growth and social democracy has created a boom in the luxury industry. Bastien, vincent this work analyzes the nature of true luxury brands and. The new luxury is luxury for all, suggests jeannoel kapferer.
The new edition of the luxury strategy includes more information about digital strategy, globalization, sustainable development and why luxury brands are resilient to recessions. Bastien neuromarketing and luxury brands go together. The luxury strategy break the rules of marketing to build luxury brands jeannoel kapferer and vincent bastien koganpage london philadelphia new delhi. The luxury strategy, written by two world experts on luxury branding, provides the first rigorous blueprint for the effective management of luxury brands and companies at the highest level. Jeannoel kapferer is a thought leader on luxury brands strategy. Ashok som is professor of global strategy in the management department at essec business school, parissingapore. Louis vuitton, chanel, gucci, hermes, ferrari, rolex and so on. Luxury experts jeannoel kapferer and vincent bastien provide the first rigorous blueprint for effectively managing luxury brands and companies at the highest level, including human resources and financial management. The role of guanxi in indirect export channel management in chinas export industry. Prof jeanprof jeannoel kapferernoel kapferer hec p ihec. Five strategies used by luxury brands to survive the crisis.
Are the differences simply those of degree or inherent in the luxury brands nature. Jan 03, 2008 buy the new strategic brand management. Deconstruct the marketing of the most successful luxury goods brands and. Break the rules of marketing to build luxury brands kindle edition by kapferer, jeannoel, bastien, vincent.
See all 5 formats and editions hide other formats and editions. This unique book on luxury strategy could only be written by two complementary authors, both experts in the field at the highest level, each with a very specific angle. Kapferer j n and bastien v 2009 the luxury strategy london kogan page keller c from business a 103 at massachusetts institute of technology. Break the rules of marketing to build luxury brands kapferer.
Great book for getting a download of their decades of knowledge. His book strategic brand management is the key reference of toplevel international mbas. The luxury strategy by jeannoel kapferer overdrive. View homework help kapferer luxury from hrma 2350 at university of houston.
Use features like bookmarks, note taking and highlighting while reading the luxury strategy. Three new chapters have been included which concentrate on the life span of brands by looking at. Sep 20, 2015 the luxury strategy aims at creating the highest brand value and pricing power by leveraging all intangible elements of singularity i. Successful luxury brand strategy requires a strong message and identity for customers to follow or aspire to. The luxury strategy clarifies the difference between premium, fashion, and luxury, and sets out the counterintuitive rules for successfully marketing luxury goods and services. Although many believed the luxury industry would be immune to the crisis, the 20082009 recession would eventually produce a change in the behavior of luxury consumers. There are tv shows on the business of luxury, and on luxury products and services. Luxury brands dont start with prestige and premium they begin with a founder who inevitably comes from the middle of society rather than the top. View homework help kapfererluxury from hrma 2350 at university of houston. Businesses survive by accepting brutal facts april 20th, 2020 0 comments.
Madam chanel was an orphan, guccio gucci a merchants son from florence founders are artisans not aristocrats. This has been empirically fine tuned through time by those luxury brands that dominate the pantheon worldwide. His book the new strategic brand management published by kogan page is a key reference work for mba programs worldwide. Break the rules of marketing to build luxury brands. The evolution, markets and strategies of luxury brand management by ashok som and christian blanckaert. Leveraging strategic control for growth april 21st, 2020 0 comments. Break the rules of marketing to build luxury brands by j. Break the rules of marketing to build luxury brands 2 by kapferer, jeannoel, bastien, vincent isbn. Marketing to a highend consumer, using the luxury strategy. New terms like mass luxury, new luxury and hyper luxury attempt to qualify luxury, causing confusion today about what really makes a luxury product, a luxury brand or a luxury company. Sep 03, 2012 the luxury strategy, written by two world experts on luxury branding, provides the first rigorous blueprint for the effective management of luxury brands and companies at the highest level. Advances in luxury brand management jeannoel kapferer. It analyzes in depth the essence of luxury, highlights its managerial implications and rationalizes the highly original methods often very far from.