But more than this, it describes how any organization, from any sector, can learn from luxury and differentiate itself in the long term, even in the businesstobusiness environment. Break the rules of marketing to build luxury brands by j. Marketing to a highend consumer, using the luxury strategy. Kapferers brand identity prism free management books. Luxury experts jeannoel kapferer and vincent bastien provide the first rigorous blueprint for effectively managing luxury brands and companies at the. Brand identity will help the customers to recognize the brand and can differentiate our brand from the competitors. He holds the pernodricard chair on prestige and luxury management at hec paris. The new strategic brand management advanced insights and. Creating and sustaining brand equity long term new strategic brand management. This fully revised second edition of the luxury strategy explores the diversity of meanings of luxury across different markets. Advances in luxury brand management jeannoel kapferer. Apr 16, 2009 authored by a marketing and brand expert, jeannoel kapferer, and a seasoned luxury industry executive, vincent bastien, the book sells itself as an instructional manual for executives that. He is a sought after speaker, leading seminars on luxury worldwide at institutions including hec paris, tsing hua university beijing, seoul luxury business institute and lbi shanghai.
Break the rules of marketing to build luxury brands by jeannoel kapferer and vincent bastien. Break the rules of marketing to build luxury brands. Great book for getting a download of their decades of knowledge. Apr 22, 20 jeannoel kapferer, coauthor of the luxury strategy, explains how combined economic growth and social democracy has created a boom in the luxury industry. The luxury strategy aims at creating the highest brand value and pricing power by leveraging all intangible elements of singularity i. The first article in this series listed the unique ingredients of the true luxury brand. Physique, personality, culture, relationship, reflection, and selfimage. He has promoted radical new concepts and methods, written eleven books on commun. Break the rules of marketing to build luxury brands article pdf available.
Use features like bookmarks, note taking and highlighting while reading the luxury strategy. He is internationally recognised as one of the worldwide leading specialists on brands and one of the most influential. It capitalises on the success of the former three editions. Even massconsumption brands name many of their models deluxe or qualify their experience as luxurious. Even massconsumption brands name many of their models deluxe or qualify their experience as. How to apply kapferer prism to my brand identity work that. The concept of luxury is attractive and fashionable. Jan 03, 2008 buy the new strategic brand management.
There is confusion today about what really makes a luxury product, a luxury brand or a luxury company. Turning marketing upside down article pdf available in journal of brand management 165. See all 5 formats and editions hide other formats and editions. Break the rules of marketing to build luxury brands kindle edition by kapferer, jeannoel, bastien, vincent. Kapferer on luxury offers a selection of the most recent and insightful articles and original essays on the luxury growth challenge from jeannoel kapferer, a worldrenowned luxury analyst. The luxury strategy break the rules of marketing to build luxury brands jeannoel kapferer and vincent bastien koganpage london philadelphia new delhi. Adapted from kapferer and bastien, the luxury strategy 2012. Kapferer and vincent bastien, year 2009 jeannoel m. Marketing a luxury brandpart 2 premium and luxury branding. The new strategic brand management advanced insights and strategic thinking jeannoel kapferer. The luxury strategy, written by two world experts on luxury branding, provides the first rigorous blueprint for the effective management of luxury brands and companies at the highest level. But if everything is luxury then surely the term itself has no meaning. Deconstruct the marketing of the most successful luxury goods brands and companies to reveal the.
When working with luxury brands, there is far more to consider than. Jeannoel kapferer is the european authority on brand management. Each chapter addresses a specific issue relating to the luxury growth challenge such as sustaining the luxury dream, adapting the internet to luxury. Like having kapferer and bastien on your advisory board. Kapferer j n and bastien v 2009 the luxury strategy london. Luxury experts jeannoel kapferer and vincent bastien provide the first rigorous blueprint for effectively managing luxury brands and companies at the highest. It rationalizes those business models that have achieved profitability and unveils the original methods that were used to transform small family businesses. The luxury strategy, jeannoel kapferer, kogan page libri. Prof jeanprof jeannoel kapferernoel kapferer hec p ihec. View homework help kapferer luxury from hrma 2350 at university of houston. Discover the secrets to successful luxury brand management with this bestselling guide written by two of the worlds leading experts on luxury branding, jeannoel kapferer and vincent bastien, providing a unique blueprint for luxury brands and companies. In fact, the luxury strategy is a specific business model. In a target group brand strategy tbranding, the company targets each of. Contents introduction 1 part one back to luxury fundamentals 3 01 in the beginning there was.
The new luxury is luxury for all, suggests jeannoel kapferer. It rationalizes those business models that have achieved profitability and unveils the original methods that were used to transform small family businesses such as ferrari, louis. The price of any product stemming from a luxury brand must reflect the key messages of any luxury brand. In order to create both financial and nonfinancial value, sustainable development needs to be incorporated in the core strategy of the firm and its core. Physique refers to the common design elements that allow a customer to quickly separate your brand from the rest of the market. The second edition of this book was published by kogan page usa in 2012. Break the rules of marketing to build luxury brands book online at best prices in india on. The new edition of the luxury strategy includes more information about digital strategy, globalization, sustainable development and why luxury brands are resilient to recessions. Break the rules of marketing to build luxury brands hardcover oct 28 2012. I was hoping for deep insights into how apple applied the luxury strategy, including which elements it chose to apply, which it clearly did not apply, and an analysis of why. Over the years it has not only established a reputation as one of the leading works on brand strategy but has.
It rationalizes those business models that have achieved profitability and unveils the original methods that were used to transform small family businesses such as ferrari, louis vuitton. Managing a luxury strategy in b to b 349 luxury marketing as the future of traditional marketing 352 what marketing issues of today could luxury marketing help to resolve. It extends the brand concept to celebrities, universities, towns. Break the rules of marketing to build luxury brands 2 by kapferer, jeannoel, bastien, vincent isbn. The luxury strategy break the rules of marketing to build luxury brands prof jean jeannol kapferer hec p paris i april p. The luxury strategy poche jeannoel kapferer achat livre ou. Sep 20, 2015 the luxury strategy aims at creating the highest brand value and pricing power by leveraging all intangible elements of singularity i. Additionally, issues such as counterfeiting, production outsourcing, countryoforigin effects and the extension of product ranges have all led to a mixed and expanded offering of luxury guest editorial the luxury brand strategy challenge.
Feb 15, 2012 kapferer is author of kapferer on luxury and coauthor of the luxury strategy both published by kogan page. As far as we understand from our readers worldwide marketers, advertisers, lawyers, mba students and. Reinforcing a brand by immersing customers is a relatively new, but widely popular concept in luxury brand strategy. View homework help kapfererluxury from hrma 2350 at university of houston.
Global portfolio strategy 355 the case of industrial brand portfolios 356 linking the brand portfolio to the corporate strategy 357 key rules to manage a multibrand portfolio 359 the growing role of design in portfolio management 361 does the corporate organization match the brand portfolio. Kapferer has handon the business of luxury, and does not only write or research about it. Strategic brand management exeter mba and msc day 2 brand strategy jack buckner aakers brand identity system brand image how the brand is now perceived brand identity how strategists want the brand to be perceived brand position the part of the brand identity and value proposition to be actively communicated to a target audience. Luxury brand pricing strategy hinges not just on finding the right balance between exclusivity and availability but also on being able to provide consistency across various countries and product ranges. Sep 03, 2012 the luxury strategy, written by two world experts on luxury branding, provides the first rigorous blueprint for the effective management of luxury brands and companies at the highest level. Luxury brands are regarded as images in the minds of consumers that comprise of associations with a high price, quality, aesthetic, rarity and specialty c. His book the new strategic brand management published by kogan page is a key reference work for mba programs worldwide. Download it once and read it on your kindle device, pc, phones or tablets.
There are tv shows on the business of luxury, and on luxury products and services. Kapferers brand identity prism contains six unique elements that make up the overall perception and image of your brand. The main part that left me unsatisfied, and hence only 4 stars, is the part about applying the luxury strategy to nontraditional sectors, like hightech e. To that end, the article outlines a specific approach to the analysis of the luxury brand personality including the repertory grid method rgm and a specific qualitative data analysis procedure.
During the month of march i decided to focus on luxury brand management. The luxury strategythe luxury strategy break the rules of marketing to build luxury brands prof jeanprof jeannoel kapferernoel kapferer hec p ihec paris april 19, 2010 jeannoel kapferer hec paris p. Lewis cutillo founded the luxury mens shoe company bontoni in 2004. Dec 03, 2008 new terms like mass luxury, new luxury and hyper luxury attempt to qualify luxury.
Kapferers unique style of in depth analysis and also creative recommendations originates from his highly international vision and background, and a permanent equilibrium between theory and practice. In this framework, the luxury industry is undergoing a process of selfanalysis and redefinition of competitive strategies in the light of social responsibility and sustainable dimension. Bastien neuromarketing and luxury brands go together. More generally speaking, selling on the internet without knowing exactly. As far as we understand from our readers worldwide marketers, advertisers, lawyers, mba students and so on, this success was based on six attributes which we have of course maintained. Luxury brands are specific 66 service brands 72 the branding of nature 74.
Everyday low prices and free delivery on eligible orders. Coauthor of the luxury strategy, author of how luxury can grow yet remain rare, his articles are widely published in leading international journals, and he leads executive seminars on luxury in china, korea, japan, usa, and europe. The internet can help sell a luxury product but cannot replace the personal relationship between the sales person who may be the ceo and the brand. There are luxury columns in all magazines and journals. Im sure you have seen the movie the titanic, muses jeannoel kapferer, coauthor of the luxury strategy. Emerging competitive strategies in the global luxury. The luxury strategy will help you to gain a thorough understanding of the unique rules for successful luxury brand management. Adopted internationally by business schools and mba programmes, this book is the ultimate resource for senior strategists, positioning professionals and postgraduate students to understand and overcome the challenges of brand management and strategy today, written by the leading international expert of branding, jeannoel kapferer.
Luxury brand strategy tactics to effectively engage customers. Luxury experts jeannoel kapferer and vincent bastien provide the first rigorous blueprint for effectively managing luxury brands and companies at the highest level. Emeritus professor at hec paris, he conducts his research at inseec luxury institute. The bottom of the vertical axis symbolizes the need to be integrated into an aspirational. Kapferer is thoughtprovoking and always able to create new insights on. The luxury strategy clarifies the difference between premium, fashion, and luxury, and sets out the counterintuitive rules for successfully marketing luxury goods and services. Integrating brand and business this is a book on strategic brand management. Brand identity is how we want our customers to understand and perceive the brand kapferer 2008.
Oct 28, 2012 new terms like mass luxury, new luxury and hyper luxury attempt to qualify luxury, causing confusion today about what really makes a luxury product, a luxury brand or a luxury company. Kapferer j n and bastien v 2009 the luxury strategy london kogan page keller c from business a 103 at massachusetts institute of technology. Like exclusivity and localization, brand immersion relies on having a strong foundation of brand vision and messaging. Written by two world experts on luxury branding, the luxury strategy provides the first rigorous blueprint for the effective management of luxury brands and companies at the highest level. Strategic brand concept and brand architecture strategya. Covering the segmentation of luxury consumers worldwide, the specificity of luxury management, the role of sustainability for luxury brands and major insights from a customer point of view, advances in luxury brand management is essential reading for upper level students as well as scholars and discerning practitioners.
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