The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands by Jean-Noel Kapferer, Vincent Bastien

The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands



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The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands Jean-Noel Kapferer, Vincent Bastien ebook
Format: pdf
Page: 337
ISBN: 0749454776, 9780749454777
Publisher: Kogan Page


Worth, the man who invented haute couture in Paris in the nineteenth century, understood the importance of linking celebrities to brands, even before this was recognized as an important marketing communications tool. Let me just say I However I'm not sure social media is a strategy which fits every luxury brand. I am not We tend to forget about the purpose of every brand : to make profits. Luxury, fashion, premium, strategy. An insight by Michael MacRitchie Celebrity endorsement of luxury fashion is hardly a new phenomenon, as it has been around for several centuries. Their motivation to buy these luxury brands has its roots in the more complex Confucian values and demand for social recognition, and the growing influence of Western values… Luxury market in The general believe is that China's auto sales in 2009 will continue growing from the 9.38 million units sold in 2008, break the 10 million barrier, and overtake the US as the world largest market (LI, Fangfang, GONG, Zhengzheng, and XIAO, Ma, 2009). In an article for Branding Strategy Insider, Derrick Daye refers to luxury as “a taste educator,” claiming that “the status of the brand itself as an emitter, shaping the taste of the elites,” is important to its corporate identity. Former head of marketing at WilliamsF1, Dominic Reilly, has just announced the launch of a new brand of luxury accessories which will be branded Dom Reilly. In this interview, Bastien, the author of The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands (with Jean-Noel Kapferer), busts a lot of myths that surround luxury brand management, and even offers some surprising advice. The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands List Price: $49.95 ISBN13: 9780749454777Condition: NewNotes: BRAND NEW FROM. A practiced marketing writer will be able to leverage inbound marketing techniques characteristic of luxury to showcase a brand's investment value in a way that is more engaging than reciting features and benefits. The following five rules of celebrity endorsement for luxury brands provide an indication of this. And if you have the kind of money to pay ten products like this per year in cash, you are not on social networks, or you are the exception to the rule. Heloise did not agree with my previous post : Luxury Brands & Social Media – Rise of the Ambassadors – and I chose to let her express her point here. F1 thinking in the luxury world… March 29, 2013 by Joe Saward.