Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands (2012)

The Luxury Strategy by Jean-Noël Kapferer and Vincent Bastien is a definitive guide to managing luxury brands, providing a unique blueprint for success in the high-end market. The book distinguishes between luxury and premium brands, challenging traditional marketing principles and offering insights into the unique business models that drive profitability in the luxury sector. Through case studies of brands like Ferrari, Louis Vuitton, and Chanel, the authors unveil the strategies that have transformed small family businesses into global luxury powerhouses. This fully revised edition also explores the impact of digital developments and social media on luxury branding, making it an essential resource for anyone in the industry.