MANAGING LUXURY BRANDS

Although perceived as not influenced by the current recessive economy, the luxury brand sector was hit severely by the economic downfall. Dropping sales figures, changing consumer mentality, price downs up to 70%; are all creating the need for luxury brand managers to sustain and improve brand equity. But how do luxury brand managers maintain their extremely high brand value levels during a recessive economic climate? Proven to be of great influence on brand equity in the luxury brand sector, brand imagery could be the answer. Brand imagery has always been a an important source of brand value on the luxury brand market where everything revolves around brands and image. Managing Luxury Brands explores the influential relation between brand imagery (user imagery, purchase imagery and history, heritage, experience) and brand equity (brand loyalty, awareness, perceived quality and brand association) on the luxury brand sector. The book also provides professionals and academics in the luxury field with strategic recommendations on how to improve brand equity in the current challenging environment.

Autorentext

Marcha S.R. van Dijk finished her Bachelor in International Communication at the HEBO, Hogeschool Zuyd of Maastricht in 2008. She then moved on to graduate with honors as Master in Management Sciences at the University of Liège, Belgium in 2009.