This book looks at luxury brand management and strategy from theory to practice and presents new theoretical models and solutions on how to create and develop a worldwide luxury brand in the 21st century. The book gives an overview on how a luxury brand is created through economic rules and through firms adopting new management models in multiple dimensions. It also explains the application of theories and models and illustrates specific issues through cases in international markets such as China and France. The Chinese cases provide unique opportunities and insights into how these new luxury brands were created and how they had benefitted from the international market over time. From the international brand management process, this book is a useful reference for anyone who wants to learn more about luxury brand management and to better understand how the international market has evolved and how products may change the rules of the game.


Pierre Xiao Lu is an international brand strategist in fashion and luxury branding,　President of Pierre Xiao LU Institute of Luxury Brand Strategy, and　Professor at the Department of Marketing at the School of Management of Fudan University, Shanghai. He is also Visiting Professor at HEC Paris, Essec Business School, University of Paris Dauphine, and University of Catholic Sacre Coure in Milan. He received his PhD from Essec Business School in Paris, and specializes in luxury brand management and luxury consumer behavior studies. He is the author of Elite China: Luxury Consumer Behavior in China and co-author of Luxury China: Market Opportunities and Potential.