The Luxury Business Model PDF
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Uploaded by InsightfulWilliamsite4246
Hotel Institute Montreux
Bruno Dard
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Summary
This presentation by Bruno Dard explores the luxury business model, including brand definition, the importance of loyalty, and secrets to powerful branding. Key concepts such as timelessness, social elevation, and emotion are discussed, along with the golden circle and examples of iconic luxury brands. The document is aimed at an undergraduate audience.
Full Transcript
The Luxury Business Model Bruno Dard Inspiration… The Golden Circle Inspiration…. Icons… Fundamentals How to build a Luxury Brand according to Jean-Noel Kapferer* Timeless...
The Luxury Business Model Bruno Dard Inspiration… The Golden Circle Inspiration…. Icons… Fundamentals How to build a Luxury Brand according to Jean-Noel Kapferer* Timeless Rare Social Non elevation Comparable Self Priceless Reward * JN Kapferer is a professor and wrote several books about Luxury including « The Luxury Strategy » ed. Eyrolles Brand Definition How to build a Luxury Brand according to Jean-Noel Kapferer* “Branding is what people say about you when you’re not in the room.” Jeff Bezos - Amazon Easier selction * JN Kapferer is a professor and wrote several books about Luxury including « The Luxury Strategy » ed. Eyrolles The Challenge: Loyalty High quality Products Brand and Values services acceptance Community spirit Loyalty Fundamentals EMOTION UNIQUE COHERENCE VALUES 8 Secret of powerful branding Say No Control demand Appealing Be Limit Increase appealing deliveries deliveries for your to the by always selected happy few keeping target demand group higher than offer Team Work By small groups of 3 or 4, please select one inspiring brand (local, national, international, Global) and give 3 reasons which make it inspiring Please vote for one spoke person per group! Duration: preparation during 15 minutes Presentation: 10 minutes per group to present conclusions
