1  Cover

      2  Title Page

      3  Copyright

      4  Introduction

      5  Chapter 1: The Concept of Luxury A Problematic Definition Chronicle of a Semantic Evolution Classification of Existing Definitions Luxury Values True Luxury, Intermediate Luxury Luxury, Being and Appearing Five Sources of Legitimacy New Luxury Conclusion on the Notion of Luxury Notes

      6  Chapter 2: Specificities of the Luxury Industry What Is So Different About the Luxury Industry? Financial Characteristics Time Frame The Key to Success in Luxury Goods The Major Operators Note

      7  Chapter 3A: Major Luxury Sectors Ready-to-Wear Activities Perfumes and Cosmetics The Leather Goods Market Note

      8  Chapter 3B: Major Luxury Sectors Wines and Spirits The Watch and Jewelry Market The World of Hotels and Hospitality Conclusion on the Major Luxury Sectors Notes

      9  Chapter 4: The Power of the Luxury Brand The Value of a Brand The Characteristics of the Brand The Brand and Its Signs The Legal Aspects and the Defense of a Brand Fighting Counterfeit Activities Notes

      10  Chapter 5: The Luxury Client Who Is the Luxury Client? The New Client Customer Attitudes by Product Category and Nationality The Analysis of Clients by Nationality Conclusion Notes

      11  Chapter 6: Brand Identity: Concepts and Analytical Semiotic Tools Brand Identity The Brand Hinge: Ethics and Aesthetics Brand Ethics Analytical Process: Some Practical Clues Brand Aesthetics Analytical Process: Some Practical Clues The EST-ET^© Diagram Brand Identity Strategic and Operational Implications General Considerations on the Brand Identity Concept Other Approaches to Brand Management Notes

      12  Chapter 7: Additional Brand Analytical Tools Brand Life Cycle The Identity Prism The Rosewindow The Semiotic Square Semiotic Mapping The Narrative Scheme The Semionarrative Scheme A Few Words on Semiotics Notes

      13  Chapter 8: Creation and Merchandising Merchandising Creation Brand Aesthetics Art and Brands Notes

      14  Chapter 9: Communication in Digital Times