Specifics of luxury brand marketing

This publication aims to introduce the key challenges and opportunities for managing luxury brands, considering the specific nature of this industry.

The first part of the book presents the characteristics of individual groups of luxury brands and selected independent brands within this sector. Subsequent chapters introduce the specifics of managing luxury brands, including current practical examples from their management. The final extensive section is devoted to the contemporary challenges that luxury brands are gradually implementing into their management, which are presented with regard to the aforementioned specifics of their management and also through current case studies.

This book will give you a fundamental overview of the world of luxury brands, the methods and specifics of their management, and the challenges that, like other industries, await the world of luxury. The book uses references to the findings of world-renowned authors, as well as the results of original research and brand case studies.