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Designing Luxury Brands de Diana Derval

Designing Luxury Brands: Management for Professionals

Autor Diana Derval
en Limba Engleză Hardback – 28 iun 2024
This book, a second offering after the successful first edition, shows how to build successful luxury brands using the power of sensory science and neuropsychology. The author presents inspiring business cases like Tesla Cybertruck, Chanel, KaDeWe, Baccarat, JACQUEMUS, NASA, MUD Jeans, Lilium, Rémy Cointreau, FENG J, Moncler, Louboutin, or Raffles Dubai in industries such as Fashion, Automotive or Leisure. The book highlights groundbreaking scientific methods - like the Derval Color Test® taken by over 30 million people - to help predict luxury shoppers’ preferences and purchasing patterns. Game-changing and unique features of successful luxury brands are decoded. 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.
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Specificații

ISBN-13: 9783031540929
ISBN-10: 3031540921
Pagini: 264
Ilustrații: XXIX, 234 p. 95 illus., 93 illus. in color.
Dimensiuni: 160 x 241 x 20 mm
Greutate: 0.51 kg
Ediția:Second Edition 2024
Editura: Springer
Colecția Management for Professionals
Seria Management for Professionals

Locul publicării:Cham, Switzerland

Cuprins

1. Understanding Luxury Shoppers, UHNWIs, and the Science of Mind Reading.- 2. Profiling Luxury Shoppers, Emerging Markets, and the Sense of Vibration.- 3. Identifying Profitable Markets, eVTOLs, and the Physiology of Luxury.- 4. Turning Features into Benefits, Luxury Lifestyle, and the Sense of Motion.- 5. Creating Game-Changers, Sustainable Luxury, and Beauty OCD.- 6. Spotting the Right Positioning, Luxury Gifting, and the Sense of Colors.- 7. Designing Luxury Brands, Hard Luxury, and the Epigenetics of Success.- 8. Creating a Unique Style, Affordable Luxury, and the Magnetic Sense.- 9. Expanding Luxury Brands Internationally, Space Travel, and the Power of Defying the Elements.- 10. Reaching Luxury Shoppers, Travel Retail, and the Sense of Time.- 11. Building Iconic Luxury Brands, GenAI, and the Gift of Foresight.- 12. Finding the Right Influencers, KOLs, and the Sense of Smell.

Notă biografică

Prof. Diana Derval is President and Research Director of DervalResearch, global market research firm specializing in human perception and behavior, and Chair of the Board of Directors of the Better Immune System Foundation. Visionary researcher, inventor of the Hormonal QuotientTM, member of the Society for Behavioral Neuroendocrinology, and author regularly featured in the media, Diana Derval turns fascinating neuroscientific breakthroughs into powerful business frameworks to identify, understand, and predict human traits, motivations, and behavior. She has accelerated the development of Fortune 500 firms including TomTom, Michelin, HP, Philips, Sara Lee, and Danone. Diana Derval is Professor of Marketing and Innovation at the University of Wales MBA/Robert Kennedy College, and teaches Sensory Science at ESSEC Paris-Singapore Business School, and at the University Leonard de Vinci. Over 10,000 professionals enjoyed her inspirational lectures and workshops from Chicago to Shanghai.

Textul de pe ultima copertă

This book, a second offering after the successful first edition, shows how to build successful luxury brands using the power of sensory science and neuropsychology. The author presents inspiring business cases like Tesla Cybertruck, Chanel, KaDeWe, Baccarat, JACQUEMUS, NASA, MUD Jeans, Lilium, Rémy Cointreau, FENG J, Moncler, Louboutin, or Raffles Dubai in industries such as Fashion, Automotive or Leisure. The book highlights groundbreaking scientific methods - like the Derval Color Test® taken by over 30 million people - to help predict luxury shoppers’ preferences and purchasing patterns. Game-changing and unique features of successful luxury brands are decoded. 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.

Caracteristici

Explains the role of color, contrast, shape, material, sound, scent, and shine in luxury branding Offers templates for creating attractive luxury products and services in clearly indicated steps Includes business cases from top brands like Tesla, Chanel, JACQUEMUS, Moncler, Gucci, Louboutin, or Raffles Dubai