LEADER 04860nam 22006855 450 001 9910298216003321 005 20251116195607.0 010 $a3-319-71557-7 024 7 $a10.1007/978-3-319-71557-5 035 $a(CKB)4100000003359234 035 $a(MiAaPQ)EBC5356136 035 $a(DE-He213)978-3-319-71557-5 035 $a(PPN)226696197 035 $a(EXLCZ)994100000003359234 100 $a20180413d2018 u| 0 101 0 $aeng 135 $aurcnu|||||||| 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 10$aDesigning Luxury Brands $eThe Science of Pleasing Customers? Senses /$fby Diana Derval 205 $a1st ed. 2018. 210 1$aCham :$cSpringer International Publishing :$cImprint: Springer,$d2018. 215 $a1 online resource (184 pages) 225 1 $aManagement for Professionals,$x2192-8096 311 08$a3-319-71555-0 320 $aIncludes bibliographical references and index. 327 $aUnderstanding Luxury Shoppers -- Identifying Profitable Markets -- Finding the Right Positioning -- Designing Luxury Brands -- Expanding Luxury Brands Internationally -- Building Iconic Brands. 330 $aThis book shows how to build successful luxury brands using the power of sensory science and neuro-physiology. The author introduces ? based on inspiring business cases like Tesla, Louis Vuitton, Chanel, Hermès, Moncler, Louboutin, or Sofitel in industries such as Fashion, Automotive or Leisure ? groundbreaking scientific methods - like the Derval Color Test® taken by over 10 million people - to predict luxury shoppers? preferences and purchasing patterns and illustrates common and unique features of successful luxury brands. 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. I myself often question the sustainability of luxury marketing, because I often fail to find the scientific explanation of many happenings of the world of luxury. This sometimes frustrates me. However, Professor Derval gives me faith in the luxury industry because she brings to the table scientific tools and approaches to creating, developing, and revamping luxury brands. I?ve had the pleasure to read one of her previous books ?The Right Sensory Mix?, and since then my understanding of the luxury market has elevated and she has brought sense to an industry driven by emotional preferences. Reading this book, I was again genuinely looking forward to acquiring more scientific tools to understand and grow the brands I service. Annie Ho, General Manager Greater China, Stella McCartney, Kering group 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 Luxury is first and foremost an emotion. This book will help create this emotion and unlock endless opportunities, through a deep understanding of customers. Yves Bonnefont, CEO, DS Automobiles. 410 0$aManagement for Professionals,$x2192-8096 606 $aBranding (Marketing) 606 $aLuxury goods industry 606 $aNeurosciences 606 $aAnthropology 606 $aMotivation research (Marketing) 606 $aInternational business enterprises 606 $aBranding$3https://scigraph.springernature.com/ontologies/product-market-codes/513070 606 $aLuxury$3https://scigraph.springernature.com/ontologies/product-market-codes/527110 606 $aNeurosciences$3https://scigraph.springernature.com/ontologies/product-market-codes/B18006 606 $aAnthropology$3https://scigraph.springernature.com/ontologies/product-market-codes/X12000 606 $aConsumer Behavior$3https://scigraph.springernature.com/ontologies/product-market-codes/513060 606 $aInternational Business$3https://scigraph.springernature.com/ontologies/product-market-codes/525000 615 0$aBranding (Marketing) 615 0$aLuxury goods industry. 615 0$aNeurosciences. 615 0$aAnthropology. 615 0$aMotivation research (Marketing) 615 0$aInternational business enterprises. 615 14$aBranding. 615 24$aLuxury. 615 24$aNeurosciences. 615 24$aAnthropology. 615 24$aConsumer Behavior. 615 24$aInternational Business. 676 $a658.827 700 $aDerval$b Diana$4aut$4http://id.loc.gov/vocabulary/relators/aut$01062601 906 $aBOOK 912 $a9910298216003321 996 $aDesigning Luxury Brands$92526863 997 $aUNINA