8Integrated marketing communication of international luxury brands

DOI: 10.4324/9780429463884-9

“A successful luxury brand company will be accepted and recognized by consumers worldwide only when it can create unique value that leads the whole world.”

– Pierre Xiao Lu

Prada’s three films1

To improve the marketing effect of a luxury brand, a company may publish large-size advertisements, launch eye-catching fashion events or get its products endorsed by a star. Nowadays, luxury brands are leaning hard on product placement in movies to improve brand awareness and influence.

Product placement refers to the practice of deliberately and tactically incorporating brands and products into film, or having a brand or product appear unobtrusively within ...

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