The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands Jean-Noel Kapferer, Vincent Bastien
Publisher: Kogan Page

A brilliant book for anyone that need to understand the Luxury Market. In an article for Branding Strategy Insider, Derrick Daye refers to luxury as “a taste educator,” claiming that “the status of the brand itself as an emitter, shaping the taste of the elites,” is important to its corporate identity. Construct the future, full with love, science and logic. Product DescriptionLuxury is in fashion and is now to be found in almost every retail, manufacturing and service sector. New terms like mass-luxury, new. Our Companies · Press Centre · Investor Centre · Reading Room · Careers · WPPED Cream · Advertising · Branding · Consumer Insights · Design · Digital · Marketing · Market Research · Media · Public Relations · Relationship Marketing. The Luxury Strategy: Break the Rules of Marketing to Build Luxury. Jean and Vincent explains the inner building blocks of what Luxury is, from a functio-emotional perspective. BOOK REVIEW: “The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands” by J.N. A practiced marketing writer will be able to leverage inbound marketing techniques characteristic of luxury to showcase a brand's investment value in a way that is more engaging than reciting features and benefits. (2009) The Luxury Strategy; Break the Rules of Marketing to build luxury brands, London: Kogan Page. While the luxury brand's visual identity is a fairly stable factor, luxury brand advertising is a more dynamic and versatile marketing vehicle.