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

Strategic Direction

ISSN: 0258-0543

Article publication date: 14 August 2018

Issue publication date: 10 September 2018

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.

Keywords

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

Publisher

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Emerald Publishing Limited

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