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Designing Luxury Brands: The Science of Pleasing Customers’ Senses (Management for Professionals) 1st ed. 2018 Edition

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Editorial Reviews


“The author has based this book on her research, offering readers powerful business frameworks they can use and adapt for their needs in order to understand and predict human behavior. … I highly recommend this book to anyone interested in understanding the substrates behind the needs and choices of consumers, but also understanding our own choices - from a different point of view.” (Monica Diana Olteanu, insights - Consumer Neuroscience in Business, Issue 24, September, 2018)


“I myself often question the sustainability of luxury marketing, because I often fail to find the scientific explanation of many happenings of the world of luxury.  This sometimes frustrates me.  However, Professor Derval gives me faith in the luxury industry because she brings to the table scientific tools and approaches to creating, developing, and revamping luxury brands.  I’ve had the pleasure to read one of her previous books “The Right Sensory Mix”, and since then my understanding of the luxury market has elevated and she has brought sense to an industry driven by emotional preferences.  Reading this book, I was again genuinely looking forward to acquiring more scientific tools to understand and grow the brands I service.” (Annie Ho, General Manager Greater China, Stella McCartney, Kering group)

“Once again, I am very impressed with Diana Derval's new book. Through lively case studies, powerful marketing tools, and inspiring neuroscientific findings, she manages to explain the whys behind luxury mysteries. Designing luxury brands is a must read for both industry leaders and learners.” (Philip Kotler, , S.C. Johnson & Son Professor of International Marketing, Kellogg School of Management)

“Luxury is first and foremost an emotion. This book will help create this emotion and unlock endless opportunities, through a deep understanding of customers.” (Yves Bonnefont, CEO, DS Automobiles)

Product details

  • ASIN ‏ : ‎ 3319715550
  • Publisher ‏ : ‎ Springer; 1st ed. 2018 edition (April 23, 2018)
  • Language ‏ : ‎ English
  • Hardcover ‏ : ‎ 192 pages
  • ISBN-10 ‏ : ‎ 9783319715551
  • ISBN-13 ‏ : ‎ 978-3319715551
  • Item Weight ‏ : ‎ 1.01 pounds
  • Dimensions ‏ : ‎ 6.14 x 0.5 x 9.21 inches
  • Customer Reviews:
    5.0 out of 5 stars 2 ratings

About the author

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Diana Derval, PhD, EMBA, Chair of DervalResearch, is a pioneer at decoding human behavior and preferences with biosciences. Member of the Society for Behavioral Neuroendocrinology, and Jury for the CES Asia Innovation Awards, Diana is the patented inventor of the Hormonal Quotient® (HQ) nominated for the Edison Awards, and the creator of the Derval Color Test® taken by 10+ million people around the world. Harvard Business Review contributor, finalist of the Berry-AMA Prize for most innovative marketing book with “The Right Sensory Mix,” recommended by Philip Kotler, Diana turns fascinating neuroscientific breakthroughs into powerful business frameworks and helped Fortune 500 firms including Sephora, Michelin, Sofitel, Philips, and L’Oréal accelerate their development with a focus on planet and people-friendly products and experiences. Multiplying discoveries, along the way, on the variations in sensory perception among individuals and populations, Diana continuously uses the findings to advance research for a better immune system, hormonal balance, and microbiome. The clinical research Diana initiated together with NIH and OLVG Hospital on the link between taste buds and diabetes opened the way to new prevention roads to combat chronic diseases. Honorary Adjunct Professor at Donghua University in Shanghai, Diana Derval is regularly featured in the media, conferences (TEDx Talks, IFA, CES), and corporate seminars, and is known for delivering memorable MasterClasses even virtually—partly because of the cool purple hat but not only. Diana’s favorite topics are Senses and Sensors, Hormones and Behavior, and anything that touches on Innovation.

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Top review from the United States

Reviewed in the United States 🇺🇸 on November 28, 2018