| 000 | 02425nam a2200313Ia 4500 | ||
|---|---|---|---|
| 001 | 3101 | ||
| 008 | 230305s2020 xx 000 0 und d | ||
| 020 | _a9791026270461 | ||
| 040 | _ctbs | ||
| 041 | _aeng | ||
| 043 | _aen_UK | ||
| 245 | 0 | _aHaute 'luxury' branding | |
| 260 |
_bLibrinova, _c2020 |
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| 300 |
_a256 p. _c24 cm. |
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| 500 | _aProfessor's Notes | ||
| 505 | _aBranding vs Marketing — Origins — The luxury world and its pyramid(s) — Brand DNA and brand identity — Luxury brands need love and respect — Brand equity: Aaker & Keller — The HAUTeLUXE luxury pyramid — Brand architecture and brand stretching-- Luxury brands in a post-covid world. | ||
| 520 | _aHAUTE LUXURY BRANDING is an indispensable guide for Luxury and Fashion Professionals, Entrepreneurs and Business School students. It serves to act as a foundation that covers the key theoretical models used in Parisian Luxury and Fashion business schools. It reveals the strategic thinking of true haute luxury artists and maisons and how they differ to brands. This kind of thinking will not be found in American texts on branding and provides unique strategic insights for luxury branding professionals, entrepreneurs and students worldwide. HAUTE LUXURY BRANDING examines how the origins of early luxury and early branding still exert their influence on perceptions today. It spells out large differences in strategic management of creative luxury brands from a French perspective in comparison to the more commercial approach that the British and Americans adopted from the industrial revolution onwards. Most importantly is the presentation of the HAUTE LUXE Luxury Pyramid and its strategic relevance. Complex models have been simplified to ensure that the reader will be able to understand and apply them even if they have no business education at all. More importantly, the thinking can be applied equally to add perceptual value to online platforms, mass market and branded B2B alike. | ||
| 630 |
_aHD INDUSTRIES. LAND USE. LABOR _937 |
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| 650 | 0 |
_aLuxury goods industry _97363 |
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| 650 | 0 |
_aBranding (Marketing) _96284 |
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| 650 | 0 |
_aLuxury goods industry _97363 |
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| 700 |
_aTaylor, Caroline _eAutor _913012 |
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| 700 |
_aMihailovich, Philippe _eAutor _913013 |
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| 902 | _a331 | ||
| 905 | _am | ||
| 911 | _ahttps://biblioteca.tbs-education.es/portadas/9791026270461.jpg | ||
| 942 |
_a1 _2ddc |
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| 999 |
_c2957 _d2957 |
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