Overview
- Based on the latest neuroscientific findings on how to design appealing luxury brands in terms of color, contrast, shape, material, sound, scent, and shine
- Offers templates for creating attractive luxury products and services in 6 steps
- Guides the reader to understanding and predicting luxury consumers’ behavior and preferences
- Includes business cases from top brands like Tesla, Louis Vuitton, Chanel, Hermès, Moncler, Louboutin, or Sofitel
- Includes supplementary material: sn.pub/extras
Part of the book series: Management for Professionals (MANAGPROF)
Access this book
Tax calculation will be finalised at checkout
Other ways to access
About this book
This book shows how to build successful luxury brands using the power of sensory science and neuro-physiology. The author introduces – based on inspiring business cases like Tesla, Louis Vuitton, Chanel, Hermès, Moncler, Louboutin, or Sofitel in industries such as Fashion, Automotive or Leisure – groundbreaking scientific methods - like the Derval Color Test® taken by over 10 million people - to predict luxury shoppers’ preferences and purchasing patterns and illustrates common and unique features of successful luxury brands. Through various practical examples and experiments, readers will be able to build, revamp, or expand luxury brands and look at luxury from a new angle.
Similar content being viewed by others
Keywords
Table of contents (6 chapters)
Reviews
“The author has based this book on her research, offering readers powerful business frameworks they can use and adapt for their needs in order to understand and predict human behavior. … I highly recommend this book to anyone interested in understanding the substrates behind the needs and choices of consumers, but also understanding our own choices - from a different point of view.” (Monica Diana Olteanu, insights - Consumer Neuroscience in Business, Issue 24, September, 2018)
“I myself often question the sustainability of luxury marketing, because I often fail to find the scientific explanation of many happenings of the world of luxury. This sometimes frustrates me. However, Professor Derval gives me faith in the luxury industry because she brings to the table scientific tools and approaches to creating, developing, and revamping luxury brands. I’ve had the pleasure to read one of her previous books “The Right Sensory Mix”, and since then my understanding of the luxury market has elevated and she has brought sense to an industry driven by emotional preferences. Reading this book, I was again genuinely looking forward to acquiring more scientific tools to understand and grow the brands I service.” (Annie Ho, General Manager Greater China, Stella McCartney, Kering group)
“Once again, I am very impressed with Diana Derval's new book. Through lively case studies, powerful marketing tools, and inspiring neuroscientific findings, she manages to explain the whys behind luxury mysteries. Designing luxury brands is a must read for both industry leaders and learners.” (Philip Kotler, , S.C. Johnson & Son Professor of International Marketing, Kellogg School of Management)
“Luxury is first and foremost an emotion. This book will help create this emotion and unlock endless opportunities, through a deep understanding of customers.” (Yves Bonnefont, CEO, DS Automobiles)
Authors and Affiliations
About the author
Prof. Diana Derval is the Chair of the global research firm DervalResearch and owner of the luxury fashion brand Derval Paris. Award-winning inventor, and author, Diana turns fascinating neuroscientific breakthroughs into powerful business frameworks to understand and predict human behavior. She has accelerated the development of Fortune 500 firms including BMW and Louis Vuitton. Harvard Business Review contributor regularly featured in the media, Diana Derval teaches Luxury and Innovation from Paris to Shanghai.
Bibliographic Information
Book Title: Designing Luxury Brands
Book Subtitle: The Science of Pleasing Customers’ Senses
Authors: Diana Derval
Series Title: Management for Professionals
DOI: https://doi.org/10.1007/978-3-319-71557-5
Publisher: Springer Cham
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: Springer International Publishing AG, part of Springer Nature 2018
Softcover ISBN: 978-3-030-10075-9Published: 04 January 2019
eBook ISBN: 978-3-319-71557-5Published: 13 April 2018
Series ISSN: 2192-8096
Series E-ISSN: 2192-810X
Edition Number: 1
Number of Pages: XXII, 170
Number of Illustrations: 3 b/w illustrations, 54 illustrations in colour
Topics: Branding, Luxury, Neurosciences, Anthropology, Consumer Behavior, International Business