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最新個案
- A practical guide to SEC ï¬nancial reporting and disclosures for successful regulatory crowdfunding
- Quality shareholders versus transient investors: The alarming case of product recalls
- The Health Equity Accelerator at Boston Medical Center
- Monosha Biotech: Growth Challenges of a Social Enterprise Brand
- Assessing the Value of Unifying and De-duplicating Customer Data, Spreadsheet Supplement
- Building an AI First Snack Company: A Hands-on Generative AI Exercise, Data Supplement
- Building an AI First Snack Company: A Hands-on Generative AI Exercise
- Board Director Dilemmas: The Tradeoffs of Board Selection
- Barbie: Reviving a Cultural Icon at Mattel (Abridged)
- Happiness Capital: A Hundred-Year-Old Family Business's Quest to Create Happiness
Aesthetics and Ephemerality: Observing and Preserving the Luxury Brand
內容大綱
While luxury brands are one of the most profitable and fastest growing segments of the brand pantheon, they are the least understood. There is no established definition as to what a luxury brand is; no clear understanding of the value dimensionality of luxury brands; and no rigorous conceptualization of the different types of luxury brands. They are generally treated as homogeneous. Little wonder that the management of these brands is shrouded in mystery. This article explores the value dimensionality of luxury brands, differentiates among luxury brands, and proposes a typology to help firms understand the managerial implications and challenges of each type. All luxury brands are not the same-they can mean different things to different people or even different things to the same people, which makes target marketing of luxury brands both difficult and important. This also means that they react differently to each other both in times of economic prosperity and in downturns. This article also explores strategies for migrating mass-market brands into luxury brand markets.