Luxury Brands in Emerging Markets

1. Front Matter

   Pages i-xvii

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2. Introduction

   1. Introduction

      • Glyn Atwal, Douglas Bryson

      Pages 1-4

3. Brazil

   1. Front Matter

      Pages 5-5

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   2. Understanding the Brazilian Luxury Consumer

      • Claudio Diniz, Glyn Atwal, Douglas Bryson

      Pages 7-16

   3. Novel Luxury: Made in Brazil

      • Jonas Hoffmann

      Pages 17-25

   4. The Cultural Construction of Brazilian Bodies and Status

      • Nacima Ourahmoune, Bernardo Figueiredo, Pilar Rojas

      Pages 26-45

4. Russia

   1. Front Matter

      Pages 47-47

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   2. How History, Culture, and Demography Drive Luxury Consumption in Russia

      • Irina Kulikova, Frédéric Godart

      Pages 49-62

   3. Distribution Options and Consumer Profiles in the Russian Luxury Market

      • Daria Yadernaya

      Pages 63-69

   4. The Idiosyncrasies of Luxury Consumption in Russia

      • Paul Sanders, Paulina Tsimakhovich

      Pages 70-81

5. India

   1. Front Matter

      Pages 83-83

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   2. The Luxury Landscape in India: Consequences for the Wine Sector

      • Kartik Dave, Glyn Atwal, Douglas Bryson

      Pages 85-95

   3. From Local Taste to Luxury Experience: Insights into Culinary Distinction

      • Nilanjana Sinha, Himadri Roy Chaudhuri, Sitanath Mazumdar

      Pages 96-104

   4. The Rise of the Indian Female Luxury Consumer

      • Glyn Atwal, Soumya Jain, Douglas Bryson

      Pages 105-116

6. China

   1. Front Matter

      Pages 117-117

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   2. Drivers of China’s Desire for Luxury and Consequences for Luxury Brands

      • Frédéric Godart, Yue Zhao

      Pages 119-129

   3. The Evolution of Luxury Consumption in China

      • Serena Rovai

      Pages 130-134

   4. Connecting with the Chinese Consumer

      • Kunal Sinha

      Pages 135-147

   5. Luxury in China: The End of Bling

      • Ben Cavender, Kevin Der Arslanian, Conlyn Chan

      Pages 148-154

   6. Luxury Brands and Deriving Fashion Meanings in a Media Context in Hong Kong

      • Tommy Tse, Len Tiu Wright

      Pages 155-164

This book is an invaluable repository of knowledge that brings clarity to key issues and trends for practitioners, academics and students of luxury brands. It sets out to decode the luxury markets in the primary emerging markets (BRICs) and provide a rich resume of the key factors that influence the effectiveness of luxury brand strategies.

• Advertising
• brand
• business
• China
• demography
• Distribution
• Emerging Markets
• knowledge
• strategy

• Burgundy School of Business, France

  Glyn Atwal

• ESC Rennes School of Business, France

  Douglas Bryson

Glyn Atwal is Associate Professor of Marketing at Burgundy School of Business, France. His teaching, research, and consultancy expertise focuses on luxury marketing and strategy. He is co-editor of The Luxury Market in India: Maharajas to Masses. Prior to academia, Glyn worked for Saatchi & Saatchi, Young & Rubicam, and Publicis.

Douglas Bryson is Professor at the ESC Rennes School of Business, France. His research is rooted in applied psychology and includes the study of creative work environments, new product adoption, issues in luxury brand management, and brand image. Douglas has experience of consulting in North America, Eastern Europe, and Central Asia.

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