LUXURY MARKETING FOR A NEW ERA Case study: Coldwell Banker Global Luxury How Coldwell Banker rebuilt their international brand presence and reclaimed a strong position in the growing global luxury marketTHE CHALLENGE Coldwell Banker had an impressive record in international real estate, with luxury agents selling $130 million a day globally. Brand perception wasn’t keeping pace with reality, however, and Coldwell Banker was in danger of being overshadowed by other forces in the modern international market. Their 85-year-old Previews International division had helped define the way high-end real estate was bought and sold, but its strengths in analog sales needed some technology-backed acceleration. Knowing that affluent international buyers played a large part in pulling the U.S. r

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