Kapferer on Luxury: How Luxury Brands can Grow Yet Remain Rare – Jean-Noel Kapferer

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In an industry where rarity and exclusivity are keys to success, business growth can be both positive and negative.  In this book, renowned luxury and branding expert Jean-Noël Kapferer (author of the classic New Strategic Brand Management and co-author of bestseller The Luxury Strategy) offers a collection of carefully chosen new and popular essays that address issues relating to luxury growth.  He provides answers to questions such as: how fast should a firm grow and where in the world should it do so, how much volume should a brand sell, and when does saturation occur?

Essays also address: 

• The challenges of sustaining luxury
• The importance of remaining rare
• The artification of luxury
• Why luxury should not delocalize
• Adapting the luxury organization to the web
• An exploration into consumers’ psychology of luxury prices
• The distinct business models of luxury brands

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