The Luxury Strategy

Jean-Noel Kapferer and Vincent Bastien argue that building a luxury brand means turning established marketing rules upside down. They define the differences between premium and luxury products, analyze the nature of true luxury brands and offer a blueprint for managing luxury brands and companies. The authors study business models that achieved profitability and the methods by which family firms like Chanel, Cartier, Ferrari and Louis Vuitton grew into profitable global brands. The book became an international bestseller and has since been revised more than once, with later editions adding material on selling online and on newer technologies. It first appeared in 2008.

Ramit Sethi put it on a list of 50 books he recommends.