Luxury brand management: a world of privilege
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Singapore [u.a.]
Wiley
2012
|
| Ausgabe: | 2. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XX, 316 S. Ill., graph. Darst. |
| ISBN: | 9781118171769 |
Internformat
MARC
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| 100 | 1 | |a Chevalier, Michael |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Luxury brand management |b a world of privilege |c Michael Chevalier ; Gérald Mazzalovo |
| 250 | |a 2. ed. | ||
| 264 | 1 | |a Singapore [u.a.] |b Wiley |c 2012 | |
| 300 | |a XX, 316 S. |b Ill., graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
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Datensatz im Suchindex
| _version_ | 1804149398006923264 |
|---|---|
| adam_text | Contents
Introduction
XV
CHAPTER
1
The Concept of Luxury
A Problematic Definition
1
The Paradox of Contemporary Luxury
2
Chronicle of a Semantic Evolution
2
Modern Dispersion
2
Etymology and Transformations
3
The Advent of Intermediate Luxury
5
Classification of Existing Definitions
6
Perceptual Approaches
7
Productive Approaches
8
Social and Individual Aspects
8
The Brand and Its Manifestations
9
Luxury Values
11
The Three Scales
11
The
Semiotic
Square of Consumption Values
13
True Luxury, Intermediate Luxury
15
Eccentric Luxury
ló
Reasonable Luxury
18
Authentic Luxury
18
Luxury, Being and Appearing
19
The Square of Veracity
19
Five Sources of Legitimacy
22
Conclusion
24
Notes
25
VI
Contents
CHAPTER
2
Specificities of the Luxury Industry
27
What Is So Different About the Luxury Goods Industry?
27
Company Size
27
Sales Figures Are Difficult to Compare
28
Limited Number of Staff
29
Financial Characteristics
30
A Very High Break-Even
31
A Limited Cash Need
32
Time Frame
33
The Fashion Cycle
34
Turnaround Time
35
The Key to Success in Luxury Goods
36
The Need for a Strong Name
37
Brand Extension and Legitimacy
37
Identifiable Products
39
The Primacy of Design
39
The
Raison d Être
39
The Social and Cultural Environment
40
Keeping Up with Social Trends
41
The Response to Changing Trends
41
The Major Operators
42
What Is the Size of the Luxury Market?
42
Oligopoly or Open Market?
44
The Big Three Corporations
44
LVMH
45
Richemont
46
PPR
Gucci
48
Can the Single-Brand Company Survive?
48
Note
49
CHAPTER
3
Major Luxury Sectors
51
Ready-to Wear Activities
52
The Fashion Business and Its Operation
52
The Players
52
How to Develop a Brand
57
How to Make Money
57
Key Management Issues
58
The Creative Process
58
A Worldwide Presence
58
Why Is It Difficult to Make Money?
59
The Most Common Organizational Structure
59
Contents_____________________
vii
Perfumes
and Cosmetics
60
The Market
60
Consumer Expectations
61
Product Types
61
The Financial Aspect
62
The Major Operators
63
The Major Brands
63
The Major Corporations
6-і
Is There Room for Outsiders/
67
Key Management Issues
68
Sophisticated Marketing
68
Worldwide Advertising and Promotion
68
Managing Distribution Networks
69
Organizational Structures
69
Wines and Spirits
70
The Wine and Spirits Market
70
The Brown Products
70
The White Products
71
Champagnes
71
Other Categories
72
The Major Operators
72
The Major Brands
72
The Major Corporations
73
Key Management Issues
^5
Dealing with Mass Merchandisers
7т
The Need for a Worldwide Structure
76
Financing Inventories
76
The Need for Pull Marketing
76
Organizational Structures
77
The Watch and Jewelry Market
77
The Market
77
The Jewelry Market
ľ1
The Watch Market
79
The Major Operators
80
The Jewelry Brands
80
The Watch Brands
81
Key Management Issues
84
Retail versus Wholesale
84
Pricing and Product Lines
84
The Risk of the Major Customer
85
Organizational Structures
85
viii
_______________Contents
The Leather Goods Market
85
The Market
85
Ladies Handbags
85
Luggage
86
Small Leather Goods
86
The Major Operators
86
Key Management Issues
87
The World of Hotels and Hospitality
88
Conclusion
90
CHAPTER
4
The Power of the Luxury Brand
91
The Value of a Brand
92
The Interbrand Methodology
92
Luxury Brands in the Total Brand Universe
93
The Luxury Brands in the Top
100 94
The Characteristics of a Brand
97
The Brand as a Contract
97
Brands and Time
99
Brands and Society
101
The Brand and Its Signs
103
Brand Names
103
Logos
104
The Functions of the Logo
105
A Few Types of Logo
107
Managing Logos
108
Logomania
109
Other Signs of Recognition
110
The Legal Aspects and the Defense of a Brand 111
Brand Protection 111
Brand Registration 111
Registration Renewal
112
The Original Registration
114
Fighting Counterfeit Activities
114
Knockoffs
and Tables of Correspondence
114
Chinese and Korean Counterfeits
115
The Lenient Countries
116
Notes
116
Contents
IX
CHAPTER
5
The Luxury Client
1
;
Who Are the Luxury Clients?
117
The Rich, the Very Rich, or Everybody?
117
The Excursionists
119
The New Consumer
121
New Customer Expectations
121
New Customer Behaviors
122
Are Clients from Different Nationalities Similar?
123
Differences in Consumption Patterns Among Nationalities
123
Ready-to-Wear and Accessories
124
Perfumes and Cosmetics
125
Wines and Spirits
126
Differences in Attitude Among Nationalities
126
The RISC Study
Notes
137
130
CHAPTER
6
Brand Analytical Tools
Brand Life Cycle
139
The Birth of a Brand
143
Growth of a Brand
145
Sectoral Growth
145
Geographical Expansion
145
New Product Categories
147
Optimization of Internal Processes
150
Brand Repositioning
151
Conclusion on Brand s Growth
152
Brand s Maturity
153
Decline, Relaunch, and Death
153
Continuing Decline
154
Brand Death
154
Relaunch
156
Brand Identity
157
A Still-Too-Unfamiliar Concept
158
Tools for Analyzing Brand Identity
160
The Identity Prism
161
139
Contents
The Brand Hinge:
Ethics and Aesthetics
163
The EST-ET
Diagram
167
The
Semiotic
Square
168
Other
Semiotic
Analytical Models
172
Semiotic
Mapping
173
The Narrative Scheme
174
Other Analytical Models
175
From the Semiologist to the Manager
177
General Considerations on Brand Identity
178
Brand Identity and Consumer Identity
178
Single Identity/Multiple Perceptions
179
The Need to Evolve
181
The Limits of the Concept of Identity: Strategic and
Operational Implications
183
Operational Implications
183
The Place of Brand Identity in Company Strategies
184
Limitations of the Concept of Identity
184
Notes
186
CHAPTER
7
Managing Creation
189
The Nature of Creative Activities
189
Organization of the Creative Function
193
Leather-Goods Brands
193
Mass Market versus Luxury Brands
196
Managing the Product
199
The Collection Plan
199
The Collection Calendar
203
The Product Empowerment Teams
203
Brand Aesthetics
205
Relevance of Brand Aesthetics
206
Issues Better Treated with the Notion of Brand Aesthetics
206
Communication Issues
206
Organization Issues
207
Cultural Issues: The Missing Dictionary
207
Possible Tools for Managing Brand Aesthetics
207
Conclusion on Brand Aesthetics
208
Brands and the Arts
208
From Brands to Arts
209
From Episodic Associations to an Art-Based Brand Identity
209
Contents
From Arts to Brands
212
Campbell Art versus Warhol Brand
212
Museum Business
213
Note
214
CHAPTER
8
Communication
215
Obsolescence of the 4Ps
215
The Communication Chain
216
Brand Manifestations
218
The Communication Program
219
Advertising
222
The Media
222
The Advertising Process
224
The Advertising Agencies
226
PR, Events, Promotion, and the Internet
227
Creating the Buzz
227
Events
228
Promotion
229
Internet
230
The Place of the Product
234
Tangible Attributes
23
і
The Key to the Brands Relationship with the Consumer
235
The Principal Dimension of Creation and Innovation
23Ť
Always in Context
235
Company Behavior
236
Uncontrolled Behavior
236
Controlled Decisions
236
Actual Consumers
237
What Is Good Communication?
239
Notes
240
CHAPTER
9
International Distribution
International Distribution Systems
241
The Different Distribution Systems
242
Exclusive Sales from Paris or Milan
242
Subsidiaries
243
241
xi¡
_______________________________Contents
Local
Distributors 244
The Joint-Venture System
245
Price Structures
245
The Advertising Budget and Advertising Policies
248
The Special Case of Duty-Free Operations
250
The Duty-Free System
251
The Major Duty-Free Operators
254
The DFS Group (Duty-Free Shoppers)
254
Heinemann 254
Dufry
254
Autogrill
254
Nuance
255
Aer
Rianta
255
Lotte
Duty Free
255
Dubai Duty Free (DDF)
255
Aelia
255
Duty Free Americas
256
The Negotiation
256
The Parallel Market: Reasons and Consequences
256
The Reason for Parallel Markets
256
Collecting Products for Parallel Markets
258
How to Fight Parallel Distribution
259
CHAPTER
10
Retailing
261
Background Analysis
2б2
Store Location and Site Selections
262
In-Store Behavior
263
Retailing Indices
265
Rules of Thumb for Internal Display in Supermarkets
266
Retailing in the Luxury Field
2б7
Store Location and Leasing Systems
267
Store Location
267
Different Leasing Systems and Their Costs
269
Budget, Planning, and Control
271
The Sales Target
271
Inventory Forecast
271
Purchasing Plan
272
Margin Control
272
The Store Information System
273
Contents
xiii
Staffing,
Training, and Evaluation 273
Staffing
273
Training 274
Evaluation and Motivation 274
Retail Consumer-Response
Management 275
The Store
as a Communication Tool
275
Landmark Projects
277
The Communication Power of the Store
279
Personnel Communication
279
Internal and External Display
281
Selling Online
281
The Retail Model versus the Wholesale Model
281
The Ideal Model
282
Exceptions to the Ideal Model
282
The Management of Retail and Wholesale
283
Notes
284
CHAPTER
11
Licensing Strategy
285
Brands Developed Exclusively Through License Deals
286
Calvin Klein
287
Hugo Boss
289
Sectors in Which the Majority of Brands Use
Licensing Deals
289
Perfumes and Cosmetics
289
Watches
291
Optical Frames
292
Companies Specializing in License Contracts
293
Luxottica
293
Safilo
293
Children Worldwide Fashion
294
The Process of Development Under License
Selecting a Licensee
294
Product Development Under License
295
The Control of Licensees
296
Different Phases of Licensing Activities
298
Phase
1 298
Phase
2 299
Phase
3 300
Phase
4 301
294
xiv Contents
CONCLUSION
303
No Place in the Middle
ЗОЗ
Bling-Bling Will Prosper
304
The Strengthening of Custom Products
304
The Extension of the Concept of the Luxury Experience
304
The Century of Asian Luxury
305
Index
307
|
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| author | Chevalier, Michael Mazzalovo, Gérald |
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| id | DE-604.BV040358036 |
| illustrated | Illustrated |
| indexdate | 2024-07-10T00:22:23Z |
| institution | BVB |
| isbn | 9781118171769 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-025211959 |
| oclc_num | 812216814 |
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| physical | XX, 316 S. Ill., graph. Darst. |
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| spelling | Chevalier, Michael Verfasser aut Luxury brand management a world of privilege Michael Chevalier ; Gérald Mazzalovo 2. ed. Singapore [u.a.] Wiley 2012 XX, 316 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Markenpolitik (DE-588)4144679-3 gnd rswk-swf Marketingmanagement (DE-588)4168907-0 gnd rswk-swf Markenartikel (DE-588)4037584-5 gnd rswk-swf Management (DE-588)4037278-9 gnd rswk-swf Luxusware (DE-588)4192135-5 gnd rswk-swf Luxusgut (DE-588)4192138-0 gnd rswk-swf Luxusgut (DE-588)4192138-0 s Markenartikel (DE-588)4037584-5 s Management (DE-588)4037278-9 s DE-604 Luxusware (DE-588)4192135-5 s Markenpolitik (DE-588)4144679-3 s Marketingmanagement (DE-588)4168907-0 s 1\p DE-604 Mazzalovo, Gérald Verfasser aut Digitalisierung UB Bamberg application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025211959&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Chevalier, Michael Mazzalovo, Gérald Luxury brand management a world of privilege Markenpolitik (DE-588)4144679-3 gnd Marketingmanagement (DE-588)4168907-0 gnd Markenartikel (DE-588)4037584-5 gnd Management (DE-588)4037278-9 gnd Luxusware (DE-588)4192135-5 gnd Luxusgut (DE-588)4192138-0 gnd |
| subject_GND | (DE-588)4144679-3 (DE-588)4168907-0 (DE-588)4037584-5 (DE-588)4037278-9 (DE-588)4192135-5 (DE-588)4192138-0 |
| title | Luxury brand management a world of privilege |
| title_auth | Luxury brand management a world of privilege |
| title_exact_search | Luxury brand management a world of privilege |
| title_full | Luxury brand management a world of privilege Michael Chevalier ; Gérald Mazzalovo |
| title_fullStr | Luxury brand management a world of privilege Michael Chevalier ; Gérald Mazzalovo |
| title_full_unstemmed | Luxury brand management a world of privilege Michael Chevalier ; Gérald Mazzalovo |
| title_short | Luxury brand management |
| title_sort | luxury brand management a world of privilege |
| title_sub | a world of privilege |
| topic | Markenpolitik (DE-588)4144679-3 gnd Marketingmanagement (DE-588)4168907-0 gnd Markenartikel (DE-588)4037584-5 gnd Management (DE-588)4037278-9 gnd Luxusware (DE-588)4192135-5 gnd Luxusgut (DE-588)4192138-0 gnd |
| topic_facet | Markenpolitik Marketingmanagement Markenartikel Management Luxusware Luxusgut |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025211959&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT chevaliermichael luxurybrandmanagementaworldofprivilege AT mazzalovogerald luxurybrandmanagementaworldofprivilege |