Titlebook: Designing Luxury Brands; The Science of Pleas Diana Derval Book 20181st edition Springer International Publishing AG, part of Springer Natu

微生物

gruelling

退潮

Understanding Luxury Shoppers,In this chapter, we discover, through the iPhone, Tesla, and Harley Davidson cases, that in luxury also, size matters, and how hormones, male-to-male competition, and the sense of vibration have an impact on the luxury industry. We will also see how to profile and deeply connect with luxury shoppers using the Persona framework.

招募

Identifying Profitable Markets,In this chapter, we investigate the neuroscience behind status-seeking, the sense of motion, and the different reactions towards luxury from one country to another, with the Moncler, Stella McCartney, and Yacht case. We will use the Benefits framework to predict and address luxury shoppers’ most hidden demands.

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Finding the Right Positioning,In this chapter, with the Kate Spade, Porsche, and Grand Optics cases, we dig into the physiology of female-to-female competition, explain why some luxury products are must-haves worth over budget spending, and explore the sense of colors. We will then spot the true competitors and best place to be in the luxury market using the Positioning map.

STERN

Designing Luxury Brands,In this chapter, inspired by the Swarovski and Louboutin cases, we analyze the role of shiny in luxury and in the mate selection process, and unveil the magnetic sense. We learn how to design unique and appealing luxury items using the Brands codes.

致敬

跳脱衣舞的人

Building Iconic Brands,In this chapter, we dissect the sense of smell and see how brands like Chanel, Maxim’s de Paris, and Montblanc involve celebrities and turn trends into classics, making the most of our biochemical urge to imitate successful individuals. We also use the Influencers’ map to find the right brand ambassadors.

束缚

Diana DervalBased on the latest neuroscientific findings on how to design appealing luxury brands in terms of color, contrast, shape, material, sound, scent, and shine.Offers templates for creating attractive lux

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