The Damaging Effect Of Brand Overexposure On Brand Equity Dimensions Of Luxury Streetwear Brands

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The Damaging Effect of Brand Overexposure. On Brand Equity Dimensions of Luxury Streetwear Brands

Author : Marten Anton Wolters
Publisher : GRIN Verlag
ISBN 13 : 3964877506
Total Pages : 108 pages
Book Rating : 4.9/5 (648 download)

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Book Synopsis The Damaging Effect of Brand Overexposure. On Brand Equity Dimensions of Luxury Streetwear Brands by : Marten Anton Wolters

Download or read book The Damaging Effect of Brand Overexposure. On Brand Equity Dimensions of Luxury Streetwear Brands written by Marten Anton Wolters and published by GRIN Verlag. This book was released on 2024-02-01 with total page 108 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master's Thesis from the year 2018 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, Glasgow Caledonian University (GCU London), language: English, abstract: This study provides valuable recommendations for brand managers and media planners for controlling brand related content in social networks, and for future researchers when exploring the effects of social interactions on brand equity elements. Brand managers and researchers have limited understanding of overexposure and its impact on consumer’s perception of the brand. Particularly the segment of streetwear in fashion has not been assessed by research much, despite its commercial success and impact on the fashion market. This insightful book explores how excessive visibility and saturation in the market can adversely impact brand perception, customer loyalty, and overall brand equity. Drawing on comprehensive research and case studies, the author dissects the nuanced interplay between visibility, exclusivity, and authenticity in the realm of luxury streetwear. Readers can expect to gain a deep understanding of the challenges faced by these brands in maintaining a delicate balance between accessibility and exclusivity, shedding light on the potential pitfalls of overexposure that can erode the unique allure of luxury streetwear labels.

Kapferer on Luxury

Author : Jean-Noël Kapferer
Publisher : Kogan Page Publishers
ISBN 13 : 0749474378
Total Pages : 240 pages
Book Rating : 4.7/5 (494 download)

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Book Synopsis Kapferer on Luxury by : Jean-Noël Kapferer

Download or read book Kapferer on Luxury written by Jean-Noël Kapferer and published by Kogan Page Publishers. This book was released on 2015-03-03 with total page 240 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book addresses the No 1 challenge of all major luxury brands today: How can these brands pursue their growth yet remain luxury? How do you reconcile growth and rarity? Kapferer on Luxury offers a selection of the most recent and insightful articles and original essays on the luxury growth challenge from Jean-Noël Kapferer, a world-renowned luxury analyst. Each chapter addresses a specific issue relating to the luxury growth challenge such as sustaining the 'luxury dream', adapting the internet to luxury demands, re-widening the gap with premium brands' competition, and the importance of non-delocalization. It also explores in detail facing the demand of the Chinese clients, rising sustainable quality and experiential standards, developing real luxury services and managing luxury brands within groups without diluting their equity and more. As such, Kapferer on Luxury is the perfect and timely resource for luxury executives, communication managers, luxury observers and advanced students willing to deepen their understanding of this major luxury challenge.

Luxury Marketing

Author : Klaus-Peter Wiedmann
Publisher : Springer Science & Business Media
ISBN 13 : 3834943991
Total Pages : 387 pages
Book Rating : 4.8/5 (349 download)

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Book Synopsis Luxury Marketing by : Klaus-Peter Wiedmann

Download or read book Luxury Marketing written by Klaus-Peter Wiedmann and published by Springer Science & Business Media. This book was released on 2012-11-10 with total page 387 pages. Available in PDF, EPUB and Kindle. Book excerpt: The luxury market has transformed from its traditional conspicuous consumption model to a new experiential luxury sensibility that is marked by a change in how consumers define luxury. In a global context, it is crucial to understand why consumers buy luxury, what they believe luxury is, and how their perception of luxury value impacts their buying behavior. This handbook aims to provide a holistic approach to luxury marketing with respect to the characteristics and the key challenges and opportunities of luxury brand management. Therefore, the multifaceted contributions by authors from different parts of the world will offer both a research and management perspective of luxury marketing and deliver a concentrated body of knowledge with contributions from diverse elements.

Living It Up

Author : James B. Twitchell
Publisher : Simon and Schuster
ISBN 13 : 0743245067
Total Pages : 322 pages
Book Rating : 4.7/5 (432 download)

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Book Synopsis Living It Up by : James B. Twitchell

Download or read book Living It Up written by James B. Twitchell and published by Simon and Schuster. This book was released on 2003-07-02 with total page 322 pages. Available in PDF, EPUB and Kindle. Book excerpt: Luxury isn't just for the rich, says James B. Twitchell. Today you don't need a six-figure income to wear pashmina, drink a limited-edition coffee at Starbucks, or drive a Mercedes home to collapse on the couch in front of a flat-screen plasma TV. In Living It Up, sharp-eyed consumer anthropologist Twitchell takes a witty and insightful look at luxury -- what it is, who defines it, and why we can't seem to get enough of it. In recent years, says Twitchell, luxury spending has grown much faster than overall spending -- and it continues to grow despite the economic recession. Luxury has become such a powerful marketing force that it cuts across every layer of society, spawning a magazine devoted to spas, cashmere bedspreads on sale at Kmart, and a dazzling array of bottled waters. Twitchell says that the democratization of luxury has had a unifying effect on culture. Luxury items tell a story that we want to identify with, and more people than ever aspire to the story of Ralph Lauren's Polo or Patek Philippe. Shopping itself is no longer a chore but a transcendent experience in which we shop not so much for goods as for an identity. Sharply observed and wickedly funny, Living It Up is a revealing and entertaining examination of why we are all part of the cult of luxury.

Fashion Branding and Communication

Author : Byoungho Jin
Publisher : Springer
ISBN 13 : 1137523433
Total Pages : 199 pages
Book Rating : 4.1/5 (375 download)

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Book Synopsis Fashion Branding and Communication by : Byoungho Jin

Download or read book Fashion Branding and Communication written by Byoungho Jin and published by Springer. This book was released on 2017-04-26 with total page 199 pages. Available in PDF, EPUB and Kindle. Book excerpt: This second volume in the Palgrave Studies in Practice: Global Fashion Management series focuses on core strategies of branding and communication of European luxury and premium brands. Brand is a critical asset many firms strive to establish, maintain, and grow. It is more so for fashion companies when consumers purchase styles, dreams and symbolic images through a brand. The volume starts with an introductory chapter that epitomizes the essence of fashion brand management with a particular emphasis on emerging branding practices, challenges and trends in the fashion industry. The subsequent five cases demonstrate how a family workshop from a small town can grow into a global luxury or premium brand within a relatively short amount of time. Scholars and practitioners in fashion, retail, branding, and international business will learn how companies can establish a strong brand identity through innovative strategies and management.

Rethinking Prestige Branding

Author : Wolfgang Schaefer
Publisher : Kogan Page Publishers
ISBN 13 : 0749470046
Total Pages : 269 pages
Book Rating : 4.7/5 (494 download)

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Book Synopsis Rethinking Prestige Branding by : Wolfgang Schaefer

Download or read book Rethinking Prestige Branding written by Wolfgang Schaefer and published by Kogan Page Publishers. This book was released on 2015-05-03 with total page 269 pages. Available in PDF, EPUB and Kindle. Book excerpt: What makes someone covet a Kelly bag? Why are Cirque Du Soleil or Grey Goose so successful despite breaking all the conventions of their categories? What does Gucci's approach to marketing have in common with Nespresso's? And why do some people pay a relative fortune for Renova toilet paper or Aesop detergent even though they hardly ever 'advertise' and seem to have none of the 'functional performance advantages' conventional marketers would seek to demonstrate? Prestige brand experts JP Kuehlwein and Wolfgang Schaefer have dedicated themselves to studying what drives the success of prestige brands. Rethinking Prestige Branding collects their insights. Uncovering the secrets of why and how some brands are created more equal than others, Rethinking Prestige Branding includes over 100 case studies from Apple and Abercrombie & Fitch to Tate Modern and Tesla. Rather than re-telling brand success stories or re-hashing long-standing marketing principles, it takes readers on a colourful journey behind the scenes of today's marketing pros. This book will fascinate marketing professional just as much as those who are simply curious as to how premium brands tick.

The Cigarette Century

Author : Allan M. Brandt
Publisher : Basic Books
ISBN 13 : 0786721901
Total Pages : 644 pages
Book Rating : 4.7/5 (867 download)

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Book Synopsis The Cigarette Century by : Allan M. Brandt

Download or read book The Cigarette Century written by Allan M. Brandt and published by Basic Books. This book was released on 2009-01-06 with total page 644 pages. Available in PDF, EPUB and Kindle. Book excerpt: The invention of mass marketing led to cigarettes being emblazoned in advertising and film, deeply tied to modern notions of glamour and sex appeal. It is hard to find a photo of Humphrey Bogart or Lauren Bacall without a cigarette. No product has been so heavily promoted or has become so deeply entrenched in American consciousness. And no product has received such sustained scientific scrutiny. The development of new medical knowledge demonstrating the dire harms of smoking ultimately shaped the evolution of evidence-based medicine. In response, the tobacco industry engineered a campaign of scientific disinformation seeking to delay, disrupt, and suppress these studies. Using a massive archive of previously secret documents, historian Allan Brandt shows how the industry pioneered these campaigns, particularly using special interest lobbying and largesse to elude regulation. But even as the cultural dominance of the cigarette has waned and consumption has fallen dramatically in the U.S., Big Tobacco remains securely positioned to expand into new global markets. The implications for the future are vast: 100 million people died of smoking-related diseases in the 20th century; in the next 100 years, we expect 1 billion deaths worldwide.

Rules of Play

Author : Katie Salen Tekinbas
Publisher : MIT Press
ISBN 13 : 9780262240451
Total Pages : 680 pages
Book Rating : 4.2/5 (44 download)

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Book Synopsis Rules of Play by : Katie Salen Tekinbas

Download or read book Rules of Play written by Katie Salen Tekinbas and published by MIT Press. This book was released on 2003-09-25 with total page 680 pages. Available in PDF, EPUB and Kindle. Book excerpt: An impassioned look at games and game design that offers the most ambitious framework for understanding them to date. As pop culture, games are as important as film or television—but game design has yet to develop a theoretical framework or critical vocabulary. In Rules of Play Katie Salen and Eric Zimmerman present a much-needed primer for this emerging field. They offer a unified model for looking at all kinds of games, from board games and sports to computer and video games. As active participants in game culture, the authors have written Rules of Play as a catalyst for innovation, filled with new concepts, strategies, and methodologies for creating and understanding games. Building an aesthetics of interactive systems, Salen and Zimmerman define core concepts like "play," "design," and "interactivity." They look at games through a series of eighteen "game design schemas," or conceptual frameworks, including games as systems of emergence and information, as contexts for social play, as a storytelling medium, and as sites of cultural resistance. Written for game scholars, game developers, and interactive designers, Rules of Play is a textbook, reference book, and theoretical guide. It is the first comprehensive attempt to establish a solid theoretical framework for the emerging discipline of game design.

Corporate Social Responsibility and Brand Value in Luxury

Author : Ramon Bravo Gonzalez
Publisher : GRIN Verlag
ISBN 13 : 3668472858
Total Pages : 479 pages
Book Rating : 4.6/5 (684 download)

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Book Synopsis Corporate Social Responsibility and Brand Value in Luxury by : Ramon Bravo Gonzalez

Download or read book Corporate Social Responsibility and Brand Value in Luxury written by Ramon Bravo Gonzalez and published by GRIN Verlag. This book was released on 2017-06-28 with total page 479 pages. Available in PDF, EPUB and Kindle. Book excerpt: Doctoral Thesis / Dissertation from the year 2017 in the subject Business economics - Business Management, Corporate Governance, grade: NA, University of Glasgow (Adam Smith Business School), language: English, abstract: Within luxury, an area that is becoming increasingly important due to the visibility of this industry is Corporate Social Responsibility (CSR). While consumers are still not actively demanding CSR in luxury products and services, and there is evidence that CSR is not a key area of interest for the luxury industry; the luxury industry is becoming the target of non-governmental organizations (NGOs) and other stakeholders interested in environmental and ethical practices. Thus, it is essential that luxury companies explore CSR implementation, as neglecting to do so, is likely to affect their brands and their brand value. Due to the increasing relevance of CSR within luxury, this research explores the role of CSR within luxury and how it, together with other factors, contributes to brand value in luxury. An additional consideration is that despite the importance of brand value in luxury, the industry does not normally measure, manage and leverage brand value. As a result, it is also necessary to examine how brand value is perceived within luxury. To meet these research goals, a mixed methods approach was selected. More specifically, a theoretical framework was built with input from the literature and interviews with key interviewees from the luxury industry. Then, the theoretical framework was tested quantitatively. The quantitative analysis was conducted with a dataset based on consumer panels, and additional secondary data including Bloomberg, CSRHub, Dow Jones Sustainability Index (DJSI), Interbrand, and company reports. The results were subject to ‘credibility checks’ with interviewees from the industry. It is noteworthy to highlight that for the statistical analysis, one of the largest datasets with US consumer data was used. Similarly, for the qualitative interviews, representatives from some of the largest luxury companies in the world in terms of brand value, and luxury stakeholders were recruited.

Strategic Brand Management

Author : Kevin Lane Keller
Publisher :
ISBN 13 : 9780130411501
Total Pages : 0 pages
Book Rating : 4.4/5 (115 download)

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Book Synopsis Strategic Brand Management by : Kevin Lane Keller

Download or read book Strategic Brand Management written by Kevin Lane Keller and published by . This book was released on 2003 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Written by today's leading authority in brand management and incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions-- and thus improving the long-term profitability of specific brand strategies. Finely focused on "how-to" and "why" throughout, it provides specific tactical guidelines for planning, building, measuring, and managing brand equity. It includes numerous examples on virtually every topic and over 100 Branding Briefs that identify successful and unsuccessful brands and explain why they have been so. For industry professionals from brand managers to chief marketing officers.

Corporate Diplomacy

Author : Ulrich Steger
Publisher : John Wiley & Sons
ISBN 13 : 0470858001
Total Pages : 320 pages
Book Rating : 4.4/5 (78 download)

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Book Synopsis Corporate Diplomacy by : Ulrich Steger

Download or read book Corporate Diplomacy written by Ulrich Steger and published by John Wiley & Sons. This book was released on 2003-08-01 with total page 320 pages. Available in PDF, EPUB and Kindle. Book excerpt: Based on a wealth of empirical studies and case studies, this book explains the strategic choices companies have to make in order to remain consistent. In each chapter, real-life examples illuminate the key message managers should take away from the book. It offers a purely managerial viewpoint focused on what managers can do to manage the business enviroment in any situation.

Fashion & Music

Author : Jochen Strähle
Publisher : Springer
ISBN 13 : 9811056374
Total Pages : 266 pages
Book Rating : 4.8/5 (11 download)

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Book Synopsis Fashion & Music by : Jochen Strähle

Download or read book Fashion & Music written by Jochen Strähle and published by Springer. This book was released on 2017-08-10 with total page 266 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book will broaden readers’ understanding of the links between the music and fashion industries. It highlights the challenges currently facing the fashion industry in terms of hyper-competition, definition of ever-faster trends, changing consumer demands etc. In fact, the fashion industry is heavily influenced by the digital revolution in the music industry, which has changed the face of individual music consumption and social reference, and therefore, also has impacts on fashion consumption and social reference. This understanding is crucial in order to realign any fashion company’s strategies to the demands of modern fashion consumers. In terms of content, the book first discusses the social perspective of fashion and music. This includes an analysis of music as a key influencer of fashion trends, both theoretically and on the basis of a case study on grunge music. Then the role of music in the fashion business is addressed, and covers in-store music and the role of music in fashion communication. Following up, the role of fashion in the music business is analyzed. This includes the trend of co-design of fashion collections, music artists’ role of differentiation by style, and the market for music fashion merchandise articles (both theoretically and drawing on a case study). In closing, potential lessons learned from the music industry are developed for the fashion industry. This includes an analysis of the digital revolution and the advent of the crowdfunding idea (both theoretically and in a case study).

Reputation

Author : Charles J. Fombrun
Publisher : Harvard Business Review Press
ISBN 13 : 9780875846330
Total Pages : 482 pages
Book Rating : 4.8/5 (463 download)

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Book Synopsis Reputation by : Charles J. Fombrun

Download or read book Reputation written by Charles J. Fombrun and published by Harvard Business Review Press. This book was released on 1996 with total page 482 pages. Available in PDF, EPUB and Kindle. Book excerpt: This work provides an analysis of the determinants and effects of reputation management. It demonstrates the economic value of a corporate reputation, quantifying the economic returns for well-regarded companies, and presents recommendations and processes for assessing and improving reputation. INDICE: Introduction: why reputations matter. Part 1 The hidden value of a good reputation: going for the gold; what's in a name?; enlightened self-inter... Etc.

When Genius Failed

Author : Roger Lowenstein
Publisher : Random House Trade Paperbacks
ISBN 13 : 0375758259
Total Pages : 290 pages
Book Rating : 4.3/5 (757 download)

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Book Synopsis When Genius Failed by : Roger Lowenstein

Download or read book When Genius Failed written by Roger Lowenstein and published by Random House Trade Paperbacks. This book was released on 2001-10-09 with total page 290 pages. Available in PDF, EPUB and Kindle. Book excerpt: “A riveting account that reaches beyond the market landscape to say something universal about risk and triumph, about hubris and failure.”—The New York Times NAMED ONE OF THE BEST BOOKS OF THE YEAR BY BUSINESSWEEK In this business classic—now with a new Afterword in which the author draws parallels to the recent financial crisis—Roger Lowenstein captures the gripping roller-coaster ride of Long-Term Capital Management. Drawing on confidential internal memos and interviews with dozens of key players, Lowenstein explains not just how the fund made and lost its money but also how the personalities of Long-Term’s partners, the arrogance of their mathematical certainties, and the culture of Wall Street itself contributed to both their rise and their fall. When it was founded in 1993, Long-Term was hailed as the most impressive hedge fund in history. But after four years in which the firm dazzled Wall Street as a $100 billion moneymaking juggernaut, it suddenly suffered catastrophic losses that jeopardized not only the biggest banks on Wall Street but the stability of the financial system itself. The dramatic story of Long-Term’s fall is now a chilling harbinger of the crisis that would strike all of Wall Street, from Lehman Brothers to AIG, a decade later. In his new Afterword, Lowenstein shows that LTCM’s implosion should be seen not as a one-off drama but as a template for market meltdowns in an age of instability—and as a wake-up call that Wall Street and government alike tragically ignored. Praise for When Genius Failed “[Roger] Lowenstein has written a squalid and fascinating tale of world-class greed and, above all, hubris.”—BusinessWeek “Compelling . . . The fund was long cloaked in secrecy, making the story of its rise . . . and its ultimate destruction that much more fascinating.”—The Washington Post “Story-telling journalism at its best.”—The Economist

Luxury Brands in China and India

Author : Glyn Atwal
Publisher : Springer
ISBN 13 : 1137547154
Total Pages : 263 pages
Book Rating : 4.1/5 (375 download)

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Book Synopsis Luxury Brands in China and India by : Glyn Atwal

Download or read book Luxury Brands in China and India written by Glyn Atwal and published by Springer. This book was released on 2017-06-27 with total page 263 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book provides an analysis of the luxury industry in two of the world’s biggest and evolving markets, and identifies and discusses the key issues and dynamics in transforming their luxury landscapes. By discussing the elements that are most likely to dominate boardroom agendas, the pragmatic implications for both strategic and marketing planning are made clear. Special emphasis is placed upon well-contemplated responses to luxury brand marketing challenges that executives are likely to face as they push their brands to adapt and thrive in these shifting markets.

Post Cinematic Affect

Author : Steven Shaviro
Publisher : John Hunt Publishing
ISBN 13 : 1846944317
Total Pages : 200 pages
Book Rating : 4.8/5 (469 download)

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Book Synopsis Post Cinematic Affect by : Steven Shaviro

Download or read book Post Cinematic Affect written by Steven Shaviro and published by John Hunt Publishing. This book was released on 2010 with total page 200 pages. Available in PDF, EPUB and Kindle. Book excerpt: Post-Cinematic Affect is about what it feels like to live in the affluent West in the early 21st century. Specifically, it explores the structure of feeling that is emerging today in tandem with new digital technologies, together with economic globalization and the financialization of more and more human activities. The 20th century was the age of film and television; these dominant media shaped and reflected our cultural sensibilities. In the 21st century, new digital media help to shape and reflect new forms of sensibility. Movies (moving image and sound works) continue to be made, but they have adopted new formal strategies, they are viewed under massively changed conditions, and they address their spectators in different ways than was the case in the 20th century. The book traces these changes, focusing on four recent moving-image works: Nick Hooker's music video for Grace Jones' song Corporate Cannibal; Olivier Assayas' movie Boarding Gate, starring Asia Argento; Richard Kelly's movie Southland Tales, featuring Justin Timberlake, Dwayne Johnson, and other pop culture celebrities; and Mark Neveldine and Brian Taylor's Gamer.

Consumer Behaviour and Advertising Management

Author : Matin A. Khan
Publisher : New Age International
ISBN 13 : 812241947X
Total Pages : 12 pages
Book Rating : 4.1/5 (224 download)

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Book Synopsis Consumer Behaviour and Advertising Management by : Matin A. Khan

Download or read book Consumer Behaviour and Advertising Management written by Matin A. Khan and published by New Age International. This book was released on 2007-12 with total page 12 pages. Available in PDF, EPUB and Kindle. Book excerpt: About the Book: This book, Consumer Behaviour and Advertising Management, is addressed primarily to the students pursuing courses in management in universities and students in India. It explains the fundamentals of the subjects and is illustrated with practical examples in Indian environment . It covers almost all the topics required to be studied in the field of consumer behaviour and advertising management. It covers the syllabi of IET. The text on consumer behaviour has been amply made clear with case studies. The chapters on advertising, besides dealing with promotional tools, also exp.