Luxury, Lies and Marketing [electronic resource] : Shattering the Illusions of the Luxury Brand /
Sicard, M.author.
Uncovers the truth about luxury brand marketing and shows that like any other commercial brand, they manipulate and influence their customers with traditional commercial techniques. Full of case studies and practical tools for understanding luxury brand marketing the author provides frameworks to help companies with their own branding strategy.
Cover; Contents; List of Figures; Introduction; Chapter 1 Doing Away with Some Received Ideas; Are We Sure We Know What We're Talking About?; French Luxury: An Ego as Big as the Ritz; A Neglected History; On the Art of Denying One's Mother; Going Back Still Further; The Origin of European Luxury: Court Society; And on the Paternal Side?; Luxury's Quest for Meaning; False Ancestors; The Limping Devil; Luxury is Always a Swerve; The Three ""Swerves"" of Luxury; Chapter 2 International Luxury: The Clash of Cultures; Two Visions of Luxury; The Pyramid; The Galaxy; Two Models, Two Societies
The Classical and the BaroqueA Work in Progress; When the Erosion of the Industrial Model Reaches Luxury Brands; Invisible Luxury; New Brands on the Horizon?; Chapter 3 How Luxury Brands Work; Being (or Not) a Luxury Brand; Defining Luxury: Insufficient Criteria; One Luxury, or Three Luxuries?; A Brand is an Impression; The Fingerprint Method; The Physical or Body Pole; The Temporal Pole; The Spatial Pole; The Norms Pole; The Positions Pole; The Projects Pole; The Relations Pole; What Does the Future Hold?; The Slider Console; Ralph Lauren: A Luxury Brand?; The Summary of Summaries
The Brand Value LadderGoing Up and Down; Marketing and Luxury: The Big Misunderstanding; A Paradoxical Form of Marketing?; Down with Luxury Marketing?; Conclusion; Notes; Index
Translation of the author's Luxe, mensonges & marketing.
Includes bibliographical references and index.
Uncovers the truth about luxury brand marketing and shows that like any other commercial brand, they manipulate and influence their customers with traditional commercial techniques. Full of case studies and practical tools for understanding luxury brand marketing the author provides frameworks to help companies with their own branding strategy.
Marketing.
Leadership.
International business enterprises.
Behavioral economics.
Marketing.
Business Strategy/Leadership.
International Business.
Behavioral/Experimental Economics.