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 Power Point 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. |Contemporary Issues in Luxury Brand Management | Business
