While luxury brands one of the most profitable and fastest growing segments of the brand pantheon, they are the least understood. There is no accepted definition of what is a luxury brand, no clear understanding of the value dimensionality of luxury brands, and not a strict conception of the different types of luxury brands. They are generally treated as homogeneous. No wonder that the management of these brands is shrouded in mystery. This article examines the value dimen … Read more »

While luxury brands one of the most profitable and fastest growing segments of the brand pantheon, they are the least understood. There is no accepted definition of what is a luxury brand, no clear understanding of the value dimensionality of luxury brands, and not a strict conception of the different types of luxury brands. They are generally treated as homogeneous. No wonder that the management of these brands is shrouded in mystery. This article examines the value dimensionality of luxury brands, distinguishes between luxury brands and proposes a typology to help companies understand the implications of managerial responsibilities and challenges of each type. All luxury brands are not the same, they can mean different things for different people different things, or even the same people, the target marketing of luxury brands makes my difficult and important. This also means that they react differently to each other both in times of economic prosperity in the downturn. This article also examines strategies for migrating mass-market brands in the luxury brand market.
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from
Leyland Pitt,
Pierre R. Berthon,
Michael Parent
Jean-Paul Berthon
Source: California Management Review
23 pages.
Release Date: 1 November 2009. Prod #: CMR440-PDF-ENG
Aesthetics and Ephemerality: observing and preserving the Luxury Brand HBR case solution

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