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Luxury Brand Management and Heritage Revival: Case Studies from the Swiss Watch Industry

By Pierre-Yves Donzé, Harry Guhl
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$31.45
By Pierre-Yves Donzé, Harry Guhl
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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 h...

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BusinessIndustriesConsumer IndustriesApparel & Footware Industries