Author: Philippe Mihailovich & Caroline Taylor
Publication Date: 2025
Amazon Rating: 4

The WLCC Luxury Library is a vital hub for luxury professionals and enthusiasts, offering a curated collection of insights, trends, and knowledge in the luxury sector. Tailored for members of the World Luxury Chamber of Commerce, it offers up-to-date resources on branding, marketing, and high-end consumer behavior. Through a focus on learning and collaboration, the Luxury Library seeks to inspire innovation and raise the bar within the luxury sector. 

What truly separates a luxury brand from a haute luxury maison? Haute Luxury Branding by Philippe Mihailovich, Caroline Taylor, and Alane Brunschweiger addresses this question with clarity and depth, providing readers with a structured framework for understanding the pinnacle of brand positioning. Written by Philippe Mihailovich and Caroline Taylor, and adapted to American English by Alane Brunschweiger, the book introduces the HAUTeLUXE Pyramid, a model used in French business schools and now applied worldwide by academics and industry leaders. 

Core Lessons 

  • Luxury vs. Haute Luxury: Explains the differences between elite maisons such as Hermès, Chanel, and JAR compared with broader luxury labels like Louis Vuitton and Gucci. 
  • Maison vs. Brand: Shows how heritage, artistry, and mythology distinguish a maison from commercial brand tactics. 
  • HAUTeLUXE Pyramid: Provides a framework covering pillars such as myth creation, symbolic masterpieces, and strategies that reinforce exclusivity. 
  • Case Studies: Presents real-world examples of how leading companies maintain global desirability. 
  • Cultural Perspectives: Contrasts the French and European traditions with the Anglo-American approach to brand building. 
  • Contemporary Issues: Addresses sustainability, digital transformation, and shifting consumer behavior as they impact the luxury sector. 

The book is especially valuable for strategists and brand leaders seeking long-term positioning strategies grounded in culture, storytelling, and selective exclusivity. Whether you’re building a brand, reviving a heritage house, or studying luxury marketing, this guide gives you both theory and practical insight into how the world’s most exclusive maisons endure.

Get the book on Amazon today.   

To learn more about The Luxury Library, view the 21 must-read books. 

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