A comprehensive study of the revitalization and relaunch of luxury brands, using the Swiss watch industry as a case study and covering brands such as Patek Philippe, Hublot and Breguet.
A comprehensive study of the revitalization and relaunch of luxury brands, using the Swiss watch industry as a case study and covering brands such as Patek Philippe, Hublot and Breguet.
Pierre-Yves Donzé is Professor of Business History at Osaka University, Japan, and a visiting professor at the University of Fribourg, Switzerland. His research focuses on the business history of creative industries (watchmaking, fashion, and luxury) and multinational enterprises. He is the author of numerous books, edited volumes and academic articles published in English, French, German, Italian and Japanese. Harry Guhl is a Swiss investor and expert in market positioning for horological start-ups. Over the past two decades, he has been instrumental in reviving historic watch brands. Beyond the watch industry, he has a distinguished background in the art world, having served as the global head of VIP relations at Art Basel and as the principal art consultant for Rolls-Royce Motor Cars.
Inhaltsangabe
Introduction 1. Bringing Luxury Sleeping Beauties Back to Life The Objectives of Reawakening Brands The Importance of Heritage for Brand Management Conclusion 2. Brand Management in the Watch Industry Proto-brands in the Preindustrial Era The Legal Protection of Trademarks The Birth of Global Brands Global Luxury Brands Conclusion 3. The Revival of Vanished Brands Case 1: The First Mover: Blancpain Case 2: The Failed Reawakening of Léon Hatot Case 3: German Brands from Glashütte Conclusion 4. Brands Revival in the Reovery of Declining Firms Case 4: Patek Philippe Case 5: Making Chopard a Jewelry Brand Case 6: Revival Based on a Concept: Hublot Case 7: Failed Attempts to Relaunch Sleeping Beauties: Corum and Ebel Conclusion 5: Creating New Brands from Heritage Case 8: Breguet Case 9: British Watch Masters Case 10: JeanRichard Case 11: Heritage Brands with a Technical Foundation: Czapek, Lowenthal and Pouzait Conclusion Conclusion
Introduction 1. Bringing Luxury Sleeping Beauties Back to Life The Objectives of Reawakening Brands The Importance of Heritage for Brand Management Conclusion 2. Brand Management in the Watch Industry Proto-brands in the Preindustrial Era The Legal Protection of Trademarks The Birth of Global Brands Global Luxury Brands Conclusion 3. The Revival of Vanished Brands Case 1: The First Mover: Blancpain Case 2: The Failed Reawakening of Léon Hatot Case 3: German Brands from Glashütte Conclusion 4. Brands Revival in the Reovery of Declining Firms Case 4: Patek Philippe Case 5: Making Chopard a Jewelry Brand Case 6: Revival Based on a Concept: Hublot Case 7: Failed Attempts to Relaunch Sleeping Beauties: Corum and Ebel Conclusion 5: Creating New Brands from Heritage Case 8: Breguet Case 9: British Watch Masters Case 10: JeanRichard Case 11: Heritage Brands with a Technical Foundation: Czapek, Lowenthal and Pouzait Conclusion Conclusion
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