Luxury Brand Management in Digital and Sustainable Times.

Cover -- Title Page -- Copyright -- Contents -- Introduction -- Chapter 1 The Concept of Luxury -- A Problematic Definition -- Chronicle of a Semantic Evolution -- Classification of Existing Definitions -- Luxury Values -- True Luxury, Intermediate Luxury -- Luxury, Being and Appearing -- Five Sources of Legitimacy -- New Luxury -- Conclusion on the Notion of Luxury -- Chapter 2 Specificities of the Luxury Industry -- What Is So Different About the Luxury Industry? -- Financial Characteristics -- Time Frame -- The Key to Success in Luxury Goods -- The Major Operators -- Chapter 3A Major Luxury Sectors -- Ready‐to‐Wear Activities -- Perfumes and Cosmetics -- The Leather Goods Market -- Chapter 3B Major Luxury Sectors -- Wines and Spirits -- The Watch and Jewelry Market -- The World of Hotels and Hospitality -- Conclusion on the Major Luxury Sectors -- Chapter 4 The Power of the Luxury Brand -- The Value of a Brand -- The Characteristics of the Brand -- The Brand and Its Signs -- The Legal Aspects and the Defense of a Brand -- Fighting Counterfeit Activities -- Chapter 5 The Luxury Client -- Who Is the Luxury Client? -- The New Client -- Customer Attitudes by Product Category and Nationality -- The Analysis of Clients by Nationality -- Conclusion -- Chapter 6 Brand Identity: Concepts and Analytical Semiotic Tools -- Brand Identity -- The Brand Hinge: Ethics and Aesthetics -- Brand Ethics Analytical Process: Some Practical Clues -- Brand Aesthetics Analytical Process: Some Practical Clues -- The EST‐ET© Diagram -- Brand Identity Strategic and Operational Implications -- General Considerations on the Brand Identity Concept -- Other Approaches to Brand Management -- Chapter 7 Additional Brand Analytical Tools -- Brand Life Cycle -- The Identity Prism -- The Rosewindow -- The Semiotic Square -- Semiotic Mapping -- The Narrative Scheme.

The Semionarrative Scheme -- A Few Words on Semiotics -- Chapter 8 Creation and Merchandising -- Merchandising -- Creation -- Brand Aesthetics -- Art and Brands -- Chapter 9 Communication in Digital Times -- Digital Times -- Communication -- Specificities of Digital Communication -- Not Forgetting "Traditional Communication" -- Conclusion -- Chapter 10 Managing a Global Brand -- International Distribution Systems -- Dealing with Online Operators -- Licensing Activities -- The Special Case of Duty‐Free Operations -- The Parallel Market: Reasons and Consequences -- Chapter 11 Retail Management -- Why Is Retailing So Important Today? -- The Present Retail Situation for Luxury Brands -- Basic Retail Management Concepts -- Store Location -- Budget, Planning, and Control -- Staffing, Training, and Evaluation -- The Store as a Communication Tool -- The Challenge of the Seamless Online, Offline Process -- The Future of Luxury Retailing -- Chapter 12 Sustainability and Authenticity -- Sustainability -- Brand Authenticities -- Overall Conclusion -- Appendix A Applying Brand Identity Analytical Tools -- Sasin Brand Ethics -- Sasin Brand Aesthetics -- Appendix B Glossary of Digital‐Related Terms* -- App -- CC -- Cookie -- Engagement rate -- Facebook Ads -- GAFAM -- Google Ads -- HTML -- http -- https -- Influencer -- Internet -- Lead -- Meme -- MMS -- Pagerank -- SEO -- SMS -- The Web -- Troll -- URL -- Webinar -- Wiki -- Index -- EULA.

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Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2024. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.