استراتژی لوکس: شکستن قوانین بازاریابی برای ساخت برندهای لوکس ۲۰۱۲
The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands 2012

1. Halftitle Page

2. Title Page

3. Contents

4. Introduction: to be or not to be luxury

5. Part 01 Back to luxury fundamentals

01 In the beginning there was luxury

7. A brief history of luxury

8. The 20th century and the democratization of luxury

9. Luxury, the individual and society

10. Positioning of luxury in our present-day society

11. Money, fashion, art and luxury: boundaries and ambiguities

12. Luxury: learning from religion and art

02 The end of a confusion: premium is not luxury

14. The multiple approaches to the concept of luxury

15. Denying the specificity of luxury

16. There is no continuous movement from premium to luxury

17. It is not easy to exit luxury through a ‘downwards’ strategy

18. From where has the current confusion arisen?

19. Towards a definition of luxury

20. Exiting the confusion: the case of the car

21. Relativity of luxury in cars

22. Is automobile luxury the pursuit of perfection?

23. Top-of-the-range, upper-premium and luxury cars

24. The luxury car: creation, mythical models and social prestige

25. What link does luxury have with technology?

26. The constituents of the myth of the luxury car

27. Luxury and expressions of national identity

28. Beyond the product: services and privileges

29. The magic of cult objects: licences and boutiques

03 Anti-laws of marketing

1 Forget about ‘positioning’, luxury is not comparative

2 Does your product have enough flaws?

3 Do not pander to your customers’ wishes

4 Keep non-enthusiasts out

5 Do not respond to rising demand

6 Dominate the client

7 Make it difficult for clients to buy

8 Protect clients from non-clients, the big from the small

9 The role of advertising is not to sell

10 Communicate to those you are not targeting

11 The presumed price should always seem higher than the actual price

12 Luxury sets the price, price does not set luxury

13 Raise your prices as time goes on in order to increase demand

14 Keep raising the average price of the product range

15 Do not sell

16 Keep stars out of your advertising

17 Cultivate closeness to the arts for initiates

18 Do not relocate your factories

19 Do not hire consultants

20 Do not test

21 Do not look for consensus

22 Do not look after group synergies

23 Do not look for cost reduction

24 Just sell marginally on the internet

04 Facets of luxury today

56. On the importance of the ‘label’

57. Luxury: the product and the brand

58. The ingredients of the luxury product: complexity and work

59. Superlative, never comparative

60. Luxury and cultural mediation

61. Luxury and history

62. Luxury and time

63. Tradition is not passéisme

64. Luxury is made by hand

65. Real or virtual rarity?

66. Rarity and sustainability

67. Luxury and exclusivity

68. Luxury and fashion: an essential difference

69. Luxury and art

70. Luxury and charity

71. Part 02 Luxury brands need specific management

05 Customer attitudes vis-à-vis luxury

73. What is the size of the market?

74. To be rich or to be modern?

75. Heavy users and day trippers

76. The four luxury clienteles

77. A strong axis of segmentation: sensitivity to the product or to the logo?

78. A second axis of differentiation: authentic does not always mean historical

79. A third axis of differentiation: disruption or integration?

80. How countries differ in their attitudes

81. Why are Western luxury brands globalized?

82. China today and tomorrow

83. Why India resists Western luxury

84. Russia: the psychology of oligarchs

06 Developing brand equity

86. There is no luxury without brands

87. Managing luxury by the brand

88. Products, experiences and brands

89. A luxury brand is a real and living person

90. A luxury brand has roots

91. A luxury brand must radiate

92. No life cycle for the luxury brand

93. A legitimacy created from authority, class and creation, more than from expertise

94. The financial value of luxury brands

95. The core of the luxury brand: its identity

96. Building brand coherence at contact points: central and peripheral identity traits

97. Two modes of luxury brand building

98. Building the luxury brand: the dream equation

99. The luxury brand compass: architecture of product roles

100. Luxury brand equity in the digital era

101. Why and how does the digital world challenge luxury?

102. Managing the dream through communication

103. Defending the brand against counterfeiting

104. Counterfeiting as a way to diagnose the health of the strategy of the brand

105. Always defend your rights and communicate frequently

07 Luxury brand stretching

107. Luxury expansion through line extensions and brand extensions

108. The origins of luxury brand stretching

109. Luxury stretching: a practice that has changed the sector

110. Comparing the Italian and French models of extension

111. Two models for brand stretching: vertical or horizontal?

112. The pyramid

113. The galaxy

114. Success factor of luxury extension

115. Typology of brand stretchings

116. Leading a brand stretch

117. Growth by stretching: the Mont Blanc case

118. Stretching: preserve coherence, but be creative and unexpected

119. Maintaining brand identity across sub-brands: the Armani case

120. Building credentials in a new category: the Chanel case

121. The risk factors of brand stretching

122. Controlling the boomerang effect of brand stretching

08 Qualifying a product or service as luxury

124. No product without service

125. The luxury product and the dream

126. Functionality and dreams do not follow the same economic models

127. The luxury product is not a perfect product, but a sacred product

128. Luxury product and competitive universe

129. Luxury product and time

130. Occasion of use and perception of value

131. Lasting a lifetime… and beyond

132. Prolonging the ecstasy of a privileged moment

133. Adapting to its time

134. Structuring the luxury range: how is the range of a luxury brand organized?

135. Innovating through a new product range

136. Don’t sacrifice the past to the future

137. A mode of production as a lever of the imaginary

138. The opposition between luxury and relocation

139. Licences signal the departure from luxury

140. The challenge of luxury services: creating the gap

09 Pricing luxury

142. What about price elasticity?

143. Increase the price to increase demand and recreate the distance

144. What price premium?

145. Fixing the price in luxury

146. Managing the price over time

147. No sales in luxury

148. Price reductions

149. The price and its communication

150. The price is not publicly advertised

151. The price must be sold

152. Price: the two challenges of the luxury strategy

10 Distribution and the internet dilemma

154. Luxury is in the distribution

155. You sell to someone before you sell something

156. It is the price, not the product, that is sold to the client

157. The sales personnel should never earn direct sales commission

158. Distribution shows that the brand dominates clients, but respects them

159. Distributing is first of all about communicating

160. Distribution should not only show off, but enhance the product image

161. It is distribution’s job to communicate the brand’s price level

162. A luxury purchase is a lengthy act

163. Distribution is luxury’s weak link

164. The choice of a new sales point cannot be delegated

165. Distribution must manage rarity

166. Distribution protects you from competition

167. Luxury and mode of distribution

168. Luxury and digital distribution (the internet dilemma)

169. Luxury brands: when, what, and how to sell on the internet

11 Communicating luxury

171. You don’t communicate to sell

172. You communicate because you sell

173. You don’t talk about money

174. You communicate, you don’t advertise

175. No personalities in the advertising

176. The role of brand ambassadors

177. Building the social driver of desire

178. Permanently encourage word of mouth

179. What balance should there be between local and global communication?

180. The internet and communication in luxury

181. The unique codes of luxury communication

182. Making the brand’s visual language denser: the nine signatures of the brand

183. Making the brand denser through tales, stories and rumours

184. Adapting the communication register to the type of luxury

185. The dialectic of the local and the universal

12 Financial and HR management of a luxury company

187. Financial issues in luxury companies

188. Luxury and profitability

189. Globalizing

190. Luxury, volume and profitability

191. Managing the human capital in luxury

192. Part 03 Strategic perspectives

13 Luxury business models

194. Luxury products with a profitable core trade

195. What are the pitfalls to avoid in this working model of a luxury product with a profitable core trade?

196. Luxury products with a too-restricted core range

197. The perfume business model

198. The business model of luxury trades with very high overheads

199. The ‘high-tech’ business model (highly innovative industry)

200. Crises and luxury business models

14 Entering luxury and leaving it

202. Wanting to be luxury is not enough: the conditions of luxury

203. Why envisage a luxury strategy?

204. Start small and become profitable

205. Once profitable, grow quickly

206. Acquiring an existing brand

207. Departing from luxury

208. The end of a luxury brand

209. Taking a brand out of the luxury universe

210. Leveraging the image in a low-cost strategy

15 Learning from luxury

212. Luxury concerns all trades

213. Understand the rules in order to adapt them

214. How Apple follows a luxury strategy

215. Luxury according to MINI

216. Mixed strategies

217. Managing a luxury strategy in B to B

218. Luxury marketing as the future of traditional marketing

219. What marketing issues of today could luxury marketing help to resolve?

220. The Lacoste example

221. Learning from luxury

16 Luxury and sustainable development: convergences and divergences

223. Luxury and sustainable development

224. Adopting the luxury strategy to foster sustainable development

225. References

226. Index

227. Copyright