Details

Designing Luxury Brands

The Art and Science of Creating Game-Changers
Management for Professionals Second Edition 2024

von: Diana Derval
85,59 €
Verlag:	Springer
Format:	PDF
Veröffentl.:	27.06.2024
ISBN/EAN:	9783031540936
Sprache:	englisch

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Beschreibungen

Titelbeschreibung

This book, a second offering after the successful first edition, shows how to build successful luxury brands using the power of sensory science and neuropsychology. The author presents inspiring business cases like Tesla Cybertruck, Chanel, KaDeWe, Baccarat, JACQUEMUS, NASA, MUD Jeans, Lilium, Rémy Cointreau, FENG J, Moncler, Louboutin, or Raffles Dubai in industries such as Fashion, Automotive or Leisure. The book highlights groundbreaking scientific methods - like the Derval Color Test® taken by over 30 million people - to help predict luxury shoppers’ preferences and purchasing patterns. Game-changing and unique features of successful luxury brands are decoded. Through various practical examples and experiments, readers will be able to build, revamp, or expand luxury brands and look at luxury from a new angle.

Inhaltsverzeichnis

1. Understanding Luxury Shoppers, UHNWIs, and the Science of Mind Reading.- 2. Profiling Luxury Shoppers, Emerging Markets, and the Sense of Vibration.- 3. Identifying Profitable Markets, eVTOLs, and the Physiology of Luxury.- 4. Turning Features into Benefits, Luxury Lifestyle, and the Sense of Motion.- 5. Creating Game-Changers, Sustainable Luxury, and Beauty OCD.- 6. Spotting the Right Positioning, Luxury Gifting, and the Sense of Colors.- 7. Designing Luxury Brands, Hard Luxury, and the Epigenetics of Success.- 8. Creating a Unique Style, Affordable Luxury, and the Magnetic Sense.- 9. Expanding Luxury Brands Internationally, Space Travel, and the Power of Defying the Elements.- 10. Reaching Luxury Shoppers, Travel Retail, and the Sense of Time.- 11. Building Iconic Luxury Brands, GenAI, and the Gift of Foresight.- 12. Finding the Right Influencers, KOLs, and the Sense of Smell.

Autorenportrait

Prof. Diana Derval is the Chair of the global research firm DervalResearch, a Certified B Corp. Award-winning inventor, and author, Diana turns fascinating neuroscientific breakthroughs into powerful business frameworks to understand and predict human behavior and preferences. She has accelerated the development of Fortune 500 firms including LVMH, Richemont, and L'Oréal. Clinical Professor at Donghua University and Sorbonne, Diana has contributed to Harvard Business Review articles and is regularly featured in the media.<br>

Back cover copy

Sonderbeitrag

Explains the role of color, contrast, shape, material, sound, scent, and shine in luxury branding Offers templates for creating attractive luxury products and services in clearly indicated steps Includes business cases from top brands like Tesla, Chanel, JACQUEMUS, Moncler, Gucci, Louboutin, or Raffles Dubai

Unpublished endorsement

<p>“Once again, I am very impressed with Diana Derval’s new book. Through lively case studies, powerful marketing tools, and inspiring neuroscientific findings, she manages to explain the whys behind luxury mysteries. Designing luxury brands is a must read for both industry leaders and learners.” (Philip Kotler, S. C. Johnson & Son Professor of International Marketing, Kellogg School of Management)</p>