Abstract
This handbook aims to become a definitive reference in the field of luxury branding by bringing together a curated collection of chapters authored by some of the most prominent scholars in luxury marketing. Aimed primarily at researchers and academics, it also serves as a resource for postgraduate students and industry experts seeking structured insight into the dynamics of the global luxury sector. Rather than pursuing narrowly defined or overly specialized topics, the volume focuses on core themes that form the foundation of luxury brand strategy and research. Contributors are encouraged to integrate theoretical concepts, analytical frameworks, and practical models to enhance the book’s academic value and relevance for applied contexts. Structured into eight thematic parts, the handbook addresses the key dimensions of luxury branding: the evolving challenges of a rapidly changing world; the psychology and segmentation of luxury consumers; international marketing strategies; product, pricing, and communication approaches; retail and service management; brand-building principles; strategic brand management; and digital transformation. Each section combines classical foundations with current developments, including eco-luxury, technological innovation, AI, and the digitalization of brand experiences. With contributions from some of the most respected voices in the field, this volume is intended to become a standard reference in luxury marketing, offering both conceptual depth and practical tools for those seeking to understand or shape the future of luxury branding.