KAPFERER ON LUXURY BY JEAN-NOEL KAPFERER
Luxury marketing and luxury branding require unique and niche-specific business strategies. Implementing mainstream branding strategies to luxurious products or services will surely ruin a brand. On the opposite side, when a luxury brand is marketed to a small audience of people, the brand won't grow. In 'Kapferer on Luxury: How Luxury Brands Can Grow Yet Remain Rare' Jean-Noël Kapferer professionally solved this complicated dilemma.
Jean-Noël Kapferer is a global expert on brand management. He is also one of the best experts on luxury branding. Kapferer is the author of several international bestseller books. 'Kapferer on Luxury: How Brands Can Grow Yet Remain Rare' addresses a very specific problem concerning only luxury brands. Scarcity is the necessary element of luxury branding. However, luxury brands also need to grow and expand their client base. Some luxury brands decrease their prices and start marketing to mass markets. As a result, they lose the luxurious appeal of their brands. In other words, a luxury brand turns into a mainstream brand. To avoid this problem while growing and expanding a luxury brand, specific marketing, and branding techniques need to be implemented. This book talks about luxury branding strategies that will help companies preserve the luxurious status of their brands. On the other hand, this is not a book about brand management and brand-building. As I have already clarified to you, this work addresses a very specific problem related to luxury branding.
I liked the book because I am a professional marketer, and the knowledge of this book will help me in my business, and also it will benefit me in helping other companies in the field of the luxury business. The readability of the book is excellent. it is written in a very plain and understandable language. You can feel the professionalism of the author from the beginning of the first chapter.
I highly recommend this book to all professional marketers, brand experts, and people who want to improve their brands or brands of their businesses. Those people who are new to branding science, should not consider buying this book. It is not a book that will teach you brand building, brand management, and brand strategies. As I have mentioned, 'Kapferer on Luxury: How Luxury Brands can Grow Yet Remain Rare' addresses a very specific question that will be interesting and helpful to already experience branding experts. Nevertheless, if you are a very curious person and you devour all information regardless of its practical use in your life, you can still read this book. It is readable, easy, and has no super technical terminology.