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Jean-Noël Kapferer
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The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands 2nd Edition

by Jean-Noël Kapferer (Author), Vincent Bastien (Author)
4.5 4.5 out of 5 stars 335 ratings
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Discover the secrets to successful luxury brand management with this bestselling guide written by two of the world's leading experts on luxury branding, Jean-Noël Kapferer and Vincent Bastien, providing a unique blueprint for luxury brands and companies.

Having established itself as the definitive work on the essence of a luxury brand strategy, this book defines the differences between premium and luxury brands and products, analyzing the nature of true luxury brands and turning established marketing 'rules' upside-down.

Written by two world experts on luxury branding, The Luxury Strategy provides the first rigorous blueprint for the effective management of luxury brands and companies at the highest level.

This fully revised second edition of The Luxury Strategy explores the diversity of meanings of 'luxury' across different markets. It rationalizes those business models that have achieved profitability and unveils the original methods that were used to transform small family businesses such as Ferrari, Louis Vuitton, Cartier, Chanel, Armani, Gucci, and Ralph Lauren into profitable global brands.

Now with a new section on marketing and selling luxury goods online and the impact of social networks and digital developments, this book has truly cemented its position as the authority on luxury strategy.

Previous page
  1. ISBN-10
    0749464917
  2. ISBN-13
    978-0749464912
  3. Edition
    2nd
  4. Publisher
    Kogan Page
  5. Publication date
    September 25, 2012
  6. Language
    English
  7. Dimensions
    6.54 x 1.06 x 9.49 inches
  8. Print length
    408 pages
  9. See all details
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From the Publisher

Editorial Reviews

Review

"This well-written, comprehensive volume on managing luxury products is a blueprint for successfully navigating what many marketers have found to be a treacherous path. ...Abundant examples enhance the text. All components of the marketing mix are explored in terms of how they should be applied to luxury brands ...Summing Up: Highly recommended. Practitioners, students at all levels, general readers, and researchers." ― Choice

"

Praise for the previous edition:

Actionable information and advice. If you market luxury products, or want to, The Luxury Strategy should be on your bookshelf.

" ― Roger Dooley, Neurosciencemarketing.com

"Highly recommended for any basic business collection." ― Midwest Book Review

"A very intriguing book that can generate passionate discussions...an original and competent point of view on luxury marketing." ― Branduniq

About the Author

Jean-Noel Kapferer is an internationally recognized thought leader on brands and brand management. A professor at HEC Paris, he holds a PhD from Northwestern University (USA) and is an active consultant to many European, Asian and American corporations. He is the author of 12 books, including The New Strategic Brand Management, The Luxury Strategy and Kapferer on Luxury, all published by Kogan Page.

Vincent Bastien is one of the most experienced senior managers in the luxury business. Formerly MD of Louis Vuitton Malletier and CEO of Yves Saint Laurent Parfums, he has held senior posts at some of the world's most prestigious luxury brands. He is now Affiliate Professor at HEC Paris, where he teaches Strategy in Luxury.

Product details

  • Publisher ‏ : ‎ Kogan Page; 2nd edition (September 25, 2012)
  • Language ‏ : ‎ English
  • Hardcover ‏ : ‎ 408 pages
  • ISBN-10 ‏ : ‎ 0749464917
  • ISBN-13 ‏ : ‎ 978-0749464912
  • Item Weight ‏ : ‎ 1.69 pounds
  • Dimensions ‏ : ‎ 6.54 x 1.06 x 9.49 inches
  • Customer Reviews:
    4.5 4.5 out of 5 stars 335 ratings

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Jean-Noël Kapferer

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Customer reviews

4.5 out of 5 stars
4.5 out of 5
335 global ratings
Buy one book, get something completely different within!
1 Star
Buy one book, get something completely different within!
I can’t say I’ve ever encountered this before. I purchased “The Luxury Strategy” by JN Kapferer and V Bastien. The hardcover version pictured is what I intended to buy, but the pages within it, I was surprised to find, contain “The Road to Guilford Courthouse” a compelling nonfiction of the Revolutionary campaign in The Carolinas. I began reading the preface and suspected the authors were drawing parallels between luxury marketing and war- a tenuous connection at best. In reading the section defining terms like Tory, Partisan and other 18th Century terms, I had the astute observation that his book wouldn’t help me sharpen my luxury marketing skill set, but would help me understand one region’s often overlooked contribution to the Revolution-probably good knowledge to exchange at the yacht club, but I don’t belong to one (at least not yet).My negative review is not based on either of the books I bought (the book of the cover, or the book on the pages) but of this seller.
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Top reviews from the United States

snowbird
5.0 out of 5 stars Very good book for classroom and for practice!
Reviewed in the United States on April 28, 2014
Verified Purchase
I have used this book in the classroom as the primary 'text' as well as recommended this book for use in business real-world practice. It is very good for either purpose. The students enjoyed the 'text' as it is comprehensive, easy-to-read for the international student who is ESL, and provocative in thought as it challenges the reader to think outside the typical marketing 4P's structure. For practice, it provides enough theory to answer the 'why' while giving good examples that provide the application. I will - and am - definitely using this book again as well as continuing to recommend it. I have looked at a number of books that could be used in a classroom setting and this one is, by far, the best. This book is a keeper that will stay on a marketer's shelf - for future reference - for a long time.
7 people found this helpful
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Myrna Colon
5.0 out of 5 stars Book
Reviewed in the United States on April 11, 2024
Verified Purchase
Great read, strategic plans
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Mateo Buriticá
5.0 out of 5 stars Un libro contraintuitivo de mercadeo
Reviewed in the United States on April 1, 2024
Verified Purchase
Un excelente libro para entender como opera la industria del lujo y porque los principios del mercadeo normal no aplican para ella.
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Davy Braun
4.0 out of 5 stars A standard.
Reviewed in the United States on December 4, 2013
Verified Purchase
Very good book to read, and to keep handy on your shelf if you work for the luxury industry (or have to deal with it).
The coverage of digital for the luxury industry is a bit on the safe side, maybe too much so. If your expecting insights on how to move the needle on the matter, I'm afraid you won't find it here. But I'd say, this book is pretty much a standard on its overall subject, nonetheless.
5 people found this helpful
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Ellen Anders
5.0 out of 5 stars Incredible information that sheds light on the luxury industry.
Reviewed in the United States on April 28, 2014
Verified Purchase
The topic of luxury is very broad and because it covers so many sectors, it is difficult to comprehend. I found this book very informative and poses diverging views of luxury strategies and anti-strategies used in marketing. It is helpful in explaining how luxury fits into the global economy and how luxury industry standards define luxury products and experiences. Before reading this book I had a view of luxury being in the hands of the rich and out of reach for most people. However, after reading it, I found that the rare, elusive, quality and timeless values, which are the core essentials to the luxury trade, relate to all walks of life. You don't have to be a billionaire to appreciate quality and a job well done.
8 people found this helpful
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Prime35
5.0 out of 5 stars WOW! I LOVE this book
Reviewed in the United States on June 5, 2022
Verified Purchase
I've been in marketing for over 20 years and have never seen a book like this before. The "anti-marketing laws" are genius and effective for luxury brands.
2 people found this helpful
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Robert Berganza
5.0 out of 5 stars Absolutely valuable.
Reviewed in the United States on March 12, 2018
Verified Purchase
I bought this book in hopes of learning how to attract a higher clientele for a service business. I knew the book wasn’t quiet written for my purpose. Even with that, there is so much useful information in this book, I couldn’t put a dollar value on it. There are several strategies I’m putting in place. One of the best books I’ve read recently, and I read a lot. I only wish it came in Audible version so I could more easily review it now and than while driving.
21 people found this helpful
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Love Long and Prosper Photography
3.0 out of 5 stars Its A High School Essay
Reviewed in the United States on April 11, 2023
Verified Purchase
I haven't finished the book, but to be honest I haven't gotten past 10 or so pages yet because the book.....its just annoying to read lol.

The best way I can describe it is that it feels like a high school essay where the student needs to write a 10 page essay but only has enough material for 2 pages. So they just fill pages with not much substance, big words for the sake of it, and they repeat things while using different words to say the same thing.

I LOVE reading business books, I probably read 2-4 every month, and maybe this is harder to get through because its not available as an audiobook, but its been a very long time since I've gotten these vibes when reading or listening to an audiobook.

Maybe one of these days I'll finish it and get to rate this book based of the substance, but man its tough to get through. It really should be considered to be implemented into an audiobook because I could at least zone out and "skip" all of the fluff sections it appears to have, because I am working on something else. But if I'm sitting down and reading sections like that, I just put the book down.
2 people found this helpful
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Top reviews from other countries

Translate all reviews to English
AP
5.0 out of 5 stars Really dry, but SO good
Reviewed in the United Kingdom on December 4, 2023
Verified Purchase
If you can get into it, this book is really packed with information. I’ve learned so much, and it’s given me a great deal to think about for our brand. I recommend this one a lot!
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Judith Hepner
5.0 out of 5 stars Excellent
Reviewed in Canada on September 28, 2020
Verified Purchase
Essential textbook for luxury
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Ayo Olaogun
5.0 out of 5 stars The best book you'll ever read on luxury - Made it my compass!
Reviewed in Germany on July 6, 2021
Verified Purchase
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 As you read along, you'll find yourself in those "Aha-moments," confirming things you'd previously observed but couldn't quite explain the "How and Why". This book is full of structured information and the pages are solid enough to soak up my multicoloured art of reading :)

Not only for retailers, but for all who intend to transform their business, regardless of what you sell, whether it is a product or a service, this book is a must-have. It is full of applicable wisdom that you may need to adjust depending on your industry and location.

I will be using it as a compass, to steer my luxury strategy in a tested and trusted direction.
Whether you wanna sell cupcakes or you wanna sell stand-up comedy tickets, or serve patients of a hospital in grand style, this book will guide you on what luxury is and isn't, and suggest a great deal of to-dos and not to-dos.

However, it's dense and will take you time and dedication to read it. If you're determined to succeed and you're looking for profound stuff, this is it!
Customer image
Ayo Olaogun
5.0 out of 5 stars The best book you'll ever read on luxury - Made it my compass!
Reviewed in Germany on July 6, 2021
As you read along, you'll find yourself in those "Aha-moments," confirming things you'd previously observed but couldn't quite explain the "How and Why". This book is full of structured information and the pages are solid enough to soak up my multicoloured art of reading :)

Not only for retailers, but for all who intend to transform their business, regardless of what you sell, whether it is a product or a service, this book is a must-have. It is full of applicable wisdom that you may need to adjust depending on your industry and location.

I will be using it as a compass, to steer my luxury strategy in a tested and trusted direction.
Whether you wanna sell cupcakes or you wanna sell stand-up comedy tickets, or serve patients of a hospital in grand style, this book will guide you on what luxury is and isn't, and suggest a great deal of to-dos and not to-dos.

However, it's dense and will take you time and dedication to read it. If you're determined to succeed and you're looking for profound stuff, this is it!
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2 people found this helpful
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huntersz
5.0 out of 5 stars Unconventional but simple
Reviewed in Australia on July 16, 2023
Verified Purchase
This is one of the most comprehensive books on luxury market psychology and marketing that I have read. As a very close follower of the luxury market and investor, I would recommend this book to anyone who is looking to enter the luxury market.
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Carlo Muttoni
5.0 out of 5 stars CONCEDETEVI IL LUSSO
Reviewed in Italy on May 25, 2017
Verified Purchase
Di solito i libri di marketing si limitano a ripetere, per centinaia di pagine, lo stesso concetto. Non è questo il caso. Kapferer è Bastien hanno messo insieme un ottimo lavoro, frutto della loro esperienza diretta in questo settore. Il libro ha un'impostazione logica ed elegante, intreccia teorie e dati reali, riporta aneddoti di clamorosi successi ed errori madornali, e riesce a mantenere sempre alto l'interesse del lettore. Le regole del lusso sono fatte di disobbedienza, coraggio, intuizione, coerenza e fedeltà ai principi di marca. Mi sento di suggerirlo a chiunque sia interessato, nel suo lavoro, ad approfondire le strategie inaspettate che regolano questo mondo, sconosciuto alla maggior parte di noi. Questo è un testo che non prenderà mai polvere sul vostro scaffale e vi ritroverete spesso a consultarlo. Pensatelo come a un Kotler tempestato di diamanti. Buona lettura!
9 people found this helpful
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