TY  - BOOK
AU  - Boyd, Drew
TI  - Adding prestige to your portfolio
SN  - 9781789666113
PY  - 2021///
CY  - 
PB  - Kogan Page
KW  - HD INDUSTRIES. LAND USE. LABOR
KW  - Luxuries
KW  - Marketing
KW  - Prestige
KW  - Product management
KW  - Branding (Marketing)
KW  - Organizational change
N1  - how to use the creative luxury process to develop products everyone wants; 1 The Luxury Opportunity: Upscale and Grow; Develop New Core Competencies--; Enhance Recruiting and Retention--; Energize Your Product and Service Development--; Strengthen Your Supply Chain and Distribution--; Expand Markets and Grow Sales--; A More Competitive Stance--; What Exactly Is Luxury?--; The Traditional Luxury Sector--; Who This Book Is For and What You'll Get Out of It--; The Creative Luxury Process--; References--; 2 Switching on Luxury: The Tools of Creative Luxury--; --; Luxury Driver Theory: The Switches -- Systematic Inventive Thinking: A Creativity Process for Breakthrough Results -- Customer Journey Mapping: The Moments of Truth -- Feature Benefit Laddering: Why People Actually Buy Things -- What's Ahead -- Chapter Summary -- References -- 3 Transforming a Product or Service to Luxury -- Selecting a Product to Transform -- Feature Benefit Laddering -- The Multiplication Technique -- The Attribute Dependency Technique -- Chapter Summary -- References -- 4 Transforming the Shopping and Buying Experience -- The Mind of the Consumer--; --; Being a Consumer Is Hard Work -- Reference Groups -- Transforming the Shopping Experience -- Transforming the Purchase Experience -- The Scarcity Switch -- One Last Switch: Creating Luxury Choices -- Chapter Summary -- References -- 5 Transforming the Usage Experience -- Consuming Luxury Is Hard Work -- Luxurizing the Surgical Training Experience -- Take a Virtual Tour -- Your Luxury Switches Scorecard -- Applying Creative Methods to the Usage Experience -- Chapter Summary -- Reference -- 6 Transforming the Post-Purchase Experience -- The Post-Purchase Phase -- Distinct Brand--; --; Building a Distinct Brand -- The Branding Process -- Brand Values and Drivers -- Brand Architecture -- Brand Personality and Identity -- Launching a New Brand -- The Luminary Fan -- Brand Alliances -- Creating a Brand Legend -- Chapter Summary -- References -- 7 Driving Prestige into Your Culture -- What Culture Is and Why It Matters -- Link to Strategy -- Diagnosing Where You Are Today -- Benchmarking and Strategic Alliances -- Creating a Prestige Competency Model -- Training the 'Prestige Way' -- Driving Prestige Through Process -- Running a Prestige Pilot Program -- Involving Customers--; --; Evaluating Ideas -- Keeping the Momentum -- Addressing Organizational Challenges with Prestige -- Sources of Resistance -- Persuading People to Accept Your Ideas -- Chapter Summary -- References -- Index--
ER  -