Luxury Brand Management and Heritage Revival

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.