This book offers a comprehensive overview of the key topics related to luxury brand management and the main challenges faced by luxury companies today. The luxury industry has undergone a series of dynamic changes over the past two decades. Economic trends, digital transformation, and changing consumer habits are creating a new competitive landscape where traditional strategies do not necessarily guarantee continued growth and profitability.

Approaching luxury from a realistic brand management perspective, the book examines step-by-step a typical luxury brand course structure, covering sustainability, heritage, emerging brands, digital marketing and analytics, content management, intellectual property, and startups. Each chapter is accompanied by a relevant international case study and additional examples, as well as reflective questions to help understand contemporary practice.

With additional PowerPoint slides and a question bank available online, this comprehensive manual should be essential reading for postgraduate students studying luxury brand management or luxury strategy.

Pages: 162, Dimensions: 17.4x17.4cm