The commercial power of art: Luxury brands using art as a strategic tool

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

Art can be used as a strategic tool for boosting competitive advantage for luxury brands through creating emotional communication branding and a distinct creative identity.

Originality/value

The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Citation

(2018), "The commercial power of art: Luxury brands using art as a strategic tool", Strategic Direction, Vol. 34 No. 9, pp. 13-14. https://doi.org/10.1108/SD-05-2018-0123