The Ghost of Luxury: Strategic Luxury Brand Management - Paperback

by Launce Renoir (Author), Love Ranga (Author)

The Business of Luxury has repeatedly declared its exceptionality through Brand Identity. But, it does no good if there are too many similar cores in the market. Paradoxically, the industry itself has crumbled into duplicated and replicated brand essences. The poaching and encroaching of brand identities have become a commonplace. Many luxury companies only serve grandiloquence in the name of Brand Identity. With the rise of digital medium, similar brand DNAs and content have become easy to compare. The concept of Brand Identity may have been efficient for luxury brands in ancient times. But, as everything trickles down, it prolongs to stay pertinent for mass and premium brands only. The book advocates the upgraded concept of Brand Extremity, as an appropriate surrogate for Brand Identity in both online and offline world. Real examples are discussed to enumerate creation of Brand Extremity for a some renowned luxury brands. Many good books and articles are available on the topic of luxury. The best among them have been formalized with mature luxury professionals in mind. While this book also caters to higher level luxury managers, it does not ignore the academicians, luxury education aspirants and general luxury enthusiasts in any way. It is the reason why each chapter precedes a thought provoking prologue. What brand is a luxury brand if it is not a storyteller? 'The Ghost of Luxury: Strategic Luxury Brand Management' is a radical explication built atop the strong founding principles of legendary heritage luxury houses. It not only highlights luxury strategies that have now become obsolete but also recommends their ultra modern replacement. This book throws light on the secret ingredients of mysterious luxury businesses. It is an ideal read for the brands yet to decipher the magical spells mastered by mature luxury brands. Mature luxury brands, on the other hand, will find novice strategies aligned to their own traditional laws, but more aggressive and new age in nature.

Author Biography

Love Ranga is a luxury business leader, educator and an avid learner. He is the originator of 'Brand Extremity', hailed as the most aggressive tool ever devised to facilitate indefinite coherence and extreme differentiation for luxury brands. His most recent book, 'The Ghost of Luxury' is widely acclaimed as an exceptional content on strategic luxury brand management. Post his experience with brands like Versace, Corneliani and John Smedley in India, in the capacity of Chief Strategy Officer; he strategized India's first short-term Executive Luxury Brand Management course in association with SDA Bocconi, Milan. Later, he joined a Laureate Network Institute to lead India's first full-time programs on Management of Luxury, validated by Italian design institute, Domus Academy. Backed by a decade of intense experience, he consults for various luxury brands and luxury education institutes across the globe. Often invited as speaker and trainer, he is described as the facilitator of innovation and creativity.