Читать книгу Luxury Brand Management in Digital and Sustainable Times - Michel Chevalier - Страница 2
Table of Contents
Оглавление1 Cover
5 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 Notes
6 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 Note
7 Chapter 3A: Major Luxury Sectors Ready-to-Wear Activities Perfumes and Cosmetics The Leather Goods Market Note
8 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 Notes
9 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 Notes
10 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 Notes
11 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 Notes
12 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 Notes
13 Chapter 8: Creation and Merchandising Merchandising Creation Brand Aesthetics Art and Brands Notes
14 Chapter 9: Communication in Digital Times Digital Times Communication Specificities of Digital Communication Not Forgetting “Traditional Communication” Conclusion Notes
15 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
16 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 Notes
17 Chapter 12: Sustainability and Authenticity Sustainability Brand Authenticities Overall Conclusion Notes
18 Appendix A: Applying Brand Identity Analytical Tools Sasin Brand Ethics Sasin Brand Aesthetics Note
19 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 Note
20 Index
