Glasgow, United Kingdom

Luxury Brand Management

Language: English Studies in English
Subject area: economy and administration
University website: www.gcu.ac.uk
Master of Business Administration (MBA)
Brand
A brand is a name, term, design, symbol, or other feature that distinguishes an organization or product from its rivals in the eyes of the customer. Brands are used in business, marketing, and advertising. Name brands are sometimes distinguished from generic or store brands.
Brand Management
In marketing, brand management is the analysis and planning on how that brand is perceived in the market. Developing a good relationship with the target market is essential for brand management. Tangible elements of brand management include the product itself; look, price, the packaging, etc. The intangible elements are the experience that the consumer has had with the brand, and also the relationship that they have with that brand. A brand manager would oversee all aspects of the consumer's brand association as well as relationships with members of the supply chain.
Luxury
Luxury may refer to:
Management
Management (or managing) is the administration of an organization, whether it is a business, a not-for-profit organization, or government body. Management includes the activities of setting the strategy of an organization and coordinating the efforts of its employees (or of volunteers) to accomplish its objectives through the application of available resources, such as financial, natural, technological, and human resources. The term "management" may also refer to those people who manage an organization.
Management
Understanding the concept of competency is a prerequisite to understanding his integrated model of management.
Richard Boyatzis (1982) Competent Manager: A Model for Effective Performance. p. 10
Management
A company will get nowhere if all of the thinking is left to management.
Akio Morita (1987). Made in Japan, p. 149
Luxury
If we singled out a brand for each product category to make it a luxury icon, we would have Krug or Dom Perignon for champagne, Guerlain for fragrance and cosmetics, Hermès for leather goods, and maybe, in ladies' ready-to-wear, Armani or Valentino. For men's suits, Brioni could be the ultimate luxury, and Van Cleef & Arpels could be considered a special and distinctive brand of jewelry.
Michel Chevalier; Gerald Mazzalovo (18 May 2012). Luxury Brand Management: A World of Privilege. John Wiley & Sons. p. 7. ISBN 978-1-118-17179-0. 
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