Brand Management in Luxury Marketing

Abstract

The purpose of this research was to provide the general view of brand management through the aspects of customer segmentation, millennials and young generation, luxury marketing with the new entrance of internet marketing as well as to recommend some notable cases of luxury brands to take advantage of each aspects and to analyze the risks and opportunities of the modern ongoing luxury industry. In order to achieve the result, this report analyzed the case of well-known luxury brand names from clothing and accessories, car, mobile phone and wine industry. The topic was examined through a case analysis of the company and compared to theory. The research successfully showed that the emerging market with a new segment, together with the younger generation, the art of luxury marketing and the new entrance of internet marketing take crucial parts in term of brand management and in the business revenue, profit and reputation as a whole.