June 2021
Intermediate to advanced
608 pages
35h 33m
English
Content preview from Marketing Management, 16th Edition
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Luxury Branding
Luxury brands are one of the purest examples of the role of branding, because the brand and its image frequently offer key competitive advantages that create immense value for both the company and its customers. Marketers for luxury brands like Prada, Gucci, Cartier, and Louis Vuitton manage lucrative franchises that have endured for decades in what some believe is now a $300 billion industry.77
Characteristics of Luxury Brands
Priced significantly higher than typical items in their categories, luxury brands for years were about social status and who a customer was—or perhaps wanted to be. Times have changed, and luxury in many developed countries has become more about style and substance, combining personal pleasure and self-expression. ...
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