Designing luxury brands : the science of pleasing customers' senses /: the science of pleasing customers' senses. ([2018])

• Record Type: Book
• Further Information: Note: Diana Derval.
• Authors: Derval, Diana
• Contents: Intro; Foreword; Reviews; Acknowledgments; Introduction; Contents; 1: Understanding Luxury Shoppers; 1.1 Introduction; 1.2 Who Are the Luxury Shoppers? The Golden iPhone Case; 1.2.1 Meet the Tuhao; 1.2.2 The Rise of Chinese Millionaires; 1.2.3 Gold and Other Preferences; 1.3 Hormones, Male-to-Male Competition, and Luxury; 1.3.1 Testosterone and Ornaments; 1.3.2 Dress to Impress; 1.3.3 Sex Ratio and Rivalry; 1.4 Luxury Is a Vibrating Industry; 1.4.1 The Sense of Vibration; 1.4.1.1 Sound Is a Vibration; 1.4.1.2 Touch Is a Vibration; 1.4.1.3 Vibrator Profiles 1.4.2 A Signature Sound: The Harley Davidson Case in India1.4.3 Luxury Watches and Other Complications: The Jaeger-Lecoultre Case; 1.4.4 A Silent Success: Tesla Motors; 1.4.5 Brand Naming: The Ermenegildo Zegna Case; 1.4.6 Vibrator Profiles: Business Applications; 1.5 Profiling Luxury Shoppers; 1.5.1 Profitable Customers: The American Express Case; 1.5.2 A Seamless Service: The Blacksocks Case; 1.5.3 The Personas Framework: The BMW Case; 1.6 Take-Aways; References; 2: Identifying Profitable Markets; 2.1 Introduction; 2.2 What Do Luxury Shoppers Want? The Superyacht Case 2.2.1 Welcome On-board2.2.2 UHNWIs and Yachting; 2.2.3 Meet the Sheikh; 2.3 Neurosciences, Status-Seeking, and Luxury Markets; 2.3.1 The Need for Luxury Is Physiological; 2.3.2 Status-Seeking and Geographical Area; 2.3.3 Luxury Shoppers ́Drivers; 2.4 Luxury Is All About Motion; 2.4.1 The Sense of Motion; 2.4.1.1 Motion Receptors and Internal Mechanics; 2.4.1.2 Neuro-muscular Control and Super Powers; 2.4.1.3 Motion Profiles; 2.4.2 Free-Riding and White Powder; 2.4.3 The Rise of Moncler; 2.4.4 Ganbei with Moutai; 2.4.5 Motion Profiles: Business Applications 2.5 Turning Luxury Features into Customers ́Benefits2.5.1 Stella McCartney: A Designer with an Opinion; 2.5.2 The Benefits Framework: Dyson and the Contrarotator Enigma; 2.6 Take-Aways; References; 3: Finding the Right Positioning; 3.1 Introduction; 3.2 How to Design ``Must-Have ́́Luxury Items? The Designer Bag Case; 3.2.1 The Fashion Accessories Frenzy; 3.2.2 From Bags to Pockets; 3.2.3 Which Bag Bitch Are You?; 3.3 The Physiology of Female-to-Female Competition; 3.3.1 Relational Aggression; 3.3.2 Becoming the Alpha Female; 3.3.3 Ornaments, Ranking, and Luxury 3.4 Luxury Is All Black-and-White (with a Pop of Color)3.4.1 The Sense of Colors; 3.4.1.1 Color Profiles: The Derval Color Test; 3.4.1.2 Cones, Rods, and Melanopsin Receptors; 3.4.1.3 Countries, Vision, and Color; 3.4.2 When Street Meets Luxury: The Y-3 Case; 3.4.3 Bold Colors and Affordable Luxury: The Kate Spade Case; 3.4.4 Blending in or Standing Out? The Color Lenses Case; 3.4.5 Color Profiles: Business Applications; 3.5 Spotting the Right Positioning; 3.5.1 Identifying the Real Competitors: The Porsche Case; 3.5.1.1 The Position Map Framework: The Nespresso Case
• Publisher Details: Cham, Switzerland : Springer
• Publication Date: 2018
• Copyright Date: 2018
• Extent: 1 online resource
• Subjects: 658.827; Business; Branding (Marketing) -- Management; Luxury goods industry -- Management; Luxury goods industry -- Customer services; Brand name products; BUSINESS & ECONOMICS / Industrial Management; BUSINESS & ECONOMICS / Management; BUSINESS & ECONOMICS / Management Science; BUSINESS & ECONOMICS / Organizational Behavior; Brand name products; Business and Management; Branding; Luxury; Neurosciences; Anthropology; Consumer Behavior; International Business; Business & Economics -- Industries -- General; Medical -- Neuroscience; Social Science -- Anthropology -- General; Business & Economics -- Consumer Behavior; Business & Economics -- International -- Economics; Manufacturing industries; Neurosciences; Anthropology; Sales & marketing; Business & management; Management science; Branding (Marketing); Luxury goods industry; Neurosciences; Anthropology; Motivation research (Marketing); International business enterpris; Business & Economics -- Marketing -- General; Electronic books
• Languages: English
• ISBNs: 9783319715575; 3319715577
• Related ISBNs: 9783319715551; 3319715550
• Notes: Note: Includes bibliographical references and index.; Note: Vendor-supplied metadata.
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.