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Discover the secrets behind luxury brands and learn how to effectively market them in today’s ever-changing global landscape. “Managing Luxury Brands” covers essential and cutting-edge topics in luxury brand management, delving into the socio-cultural aspects of luxury and the significance of prestige brands. This comprehensive guide also explores the environmental and social impact of luxury, sustainable luxury practices, and the potential of new technological advancements like the metaverse, artificial intelligence, and NFTs. With case studies from renowned brands such as Ferrari, Balenciaga, and Shang Xia, this textbook offers insights from leading academics worldwide with extensive industry experience. Packed with features like learning objectives, discussion questions, and chapter summaries, this resource is a must-have for students studying luxury brand management.
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Step into the world of luxury brand management with Managing Luxury Brands. Our comprehensive textbook covers everything you need to know about successfully marketing luxury brands in today’s ever-changing global landscape. One key feature that sets this book apart is its exploration of sustainable luxury and the latest technological developments, including the metaverse and NFTs. We provide in-depth analysis of how prestige brands create meaning in socio-cultural contexts, offering a framework for understanding and developing modern luxury brands. With real-life case studies from top brands like Ferrari and Balenciaga, as well as insights from leading academics in the field, Managing Luxury Brands is a must-have resource for students studying luxury brand management. Dive into this valuable textbook to gain a deeper understanding of the environmental and social impact of luxury, and to discover the exciting opportunities that new innovations bring to the industry.