This book explores the question: What is the difference between a luxury brand and a premium brand? Verena König explains for the first time the different brand principles of luxury and premium brands using her DIVA concept for luxury brands and her STAR concept for premium brands. She addresses the specifics of strategic and operational management of luxury and premium brands. To support her insights, she provides numerous tips on how to build a luxury brand or a premium brand. Various case studies (such as Farrow & Ball, DURAVIT, Rolex, Land Rover) illustrate the concepts. The content covers strategic fundamentals and positioning, product management, pricing management, online and offline distribution, as well as sales promotion, communication (advertising, PR, event management, social media), and controlling.