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Full Description
Pierre-Yves Donzé and Harry Guhl analyze the strategies used to relaunch luxury brands, focusing on 11 case studies from the Swiss watch industry including Patek Philippe, Hublot and Breguet.
This perceptive study reveals the role of heritage in successful luxury brand management, showcasing how it has been strategically employed to revive brands in three ways: relaunching vanished brands; recovery of declining brands; and leveraging heritage to launch completely new brands. Tracking the history and growth of this influential market from its transformation into a luxury industry to the impact of the Apple Watch, the authors provide statistical overviews and explore topics such as the importance of heritage, the legal protection of trademarks and the success and failure of certain brand revivals.
Bringing industry expertise as well as an academic perspective, the authors offer both a practical and critical insight into this lucrative global industry, making this book an invaluable tool for students and professionals interested in the strategies used to build, market and manage luxury brands.
Contents
Introduction
1. Bringing Luxury Sleeping Beauties Back to Life
The Objectives of Reawakening Brands
The Importance of Heritage for Brand Management
Conclusion
2. Brand Management in the Watch Industry
Proto-brands in the Preindustrial Era
The Legal Protection of Trademarks
The Birth of Global Brands
Global Luxury Brands
Conclusion
3. The Revival of Vanished Brands
Case 1: The First Mover: Blancpain
Case 2: The Failed Reawakening of Léon Hatot
Case 3: German Brands from Glashütte
Conclusion
4. Brands Revival in the Reovery of Declining Firms
Case 4: Patek Philippe
Case 5: Making Chopard a Jewelry Brand
Case 6: Revival Based on a Concept: Hublot
Case 7: Failed Attempts to Relaunch Sleeping Beauties: Corum and Ebel
Conclusion
5: Creating New Brands from Heritage
Case 8: Breguet
Case 9: British Watch Masters
Case 10: JeanRichard
Case 11: Heritage Brands with a Technical Foundation: Czapek, Lowenthal and Pouzait
Conclusion
Conclusion
