Contemporary Issues in Luxury Brand Management

Book Overview

This book provides a comprehensive overview of the key themes surrounding luxury brand management and the core issues faced by luxury firms today. The luxury industry has undergone a series of dynamic changes in the past twenty years. Economic trends, digital transformation, and changing consumer habits are creating a new competitive landscape where traditional strategies will not necessarily provide continued growth and profitability.

Approaching luxury from a realistic brand management perspective, this book works step-by-step through a typical luxury course structure, covering sustainability, heritage, emerging brands, digital marketing and analytics, curation, intellectual property, and start-ups. Each chapter is illustrated by a relevant international case study and further examples, as well as reflective questions to help gain insight from contemporary practice.

With additional PowerPoint slides and a test bank of questions available online, this comprehensive textbook should be core reading for postgraduate students studying luxury brand management or luxury strategy.

• Format: Paperback
• Language: English
• ISBN: 0367859300
• ISBN13: 9780367859305
• Release Date: March 2023
• Publisher: Routledge
• Length: 162 Pages
• Weight: 0.68 lbs.
• Dimensions: 0.4" x 6.8" x 9.7"