Never underestimate the importance of details

Tomaso Galli
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Tomaso Galli: Consultant

A chapter in Reputation Capital, 2009, pp 339-346 from Springer

Abstract: Abstract By some estimates, the luxury goods industry generates roughly 175 billion Euros turnover each year, with products ranging from yachts, to cars, jewellery, watches, leather goods and apparel. Companies that want to flourish in this business need to offer more than cutting edge products and exceptional quality to justify the price tag that is often associated with luxury items. This is one of the reasons, why brand reputation is so well-guarded. In the interview, Tomaso Galli, who has 25 years experience working in communications, 10 years of which in the luxury industry, offers insights into how iconic brand status may be achieved and retained through communications.

Keywords: Advertising Campaign; Corporate Communication; Corporate Brand; Brand Management; Established Company (search for similar items in EconPapers)
Date: 2009
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-642-01630-1_23

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DOI: 10.1007/978-3-642-01630-1_23

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