Understanding and managing a luxury brand

Understanding and managing a luxury brand

Luxury is currently in a booming cycle as the number of wealthy consumers is fast increasing, especially in Asia. To meet this increasing demand, understanding and managing luxury brands becomes critical in several key industries: automotive, real estate, beverages, fashion, jewelry and accessories.

Luxury brand management – summary

“Some people think luxury is the opposite of poverty. It is not, it is the opposite of vulgarity.” – Coco Chanel

  • How is the luxury sector different? – slide 4
  • Brand awareness – slide 5
  • Peugeot vs Dior – slide 6
  • Company size – slide 9
  • Brand presence – slide 10
  • Flagship stores – slide 11
  • The seven major products groups of luxury – slide 12
  • Adam Smith’s classification of goods – slide 15
  • Single brand across the luxury spectrum: Armani – slide 19
  • Status need / wealth matrix – slide 23
  • Accessible vs inaccessible luxury – slide 24
  • Luxury branding – slide 27
  • Top ten luxury brands – slide 28
  • Segmenting luxury consumers – slide 29
  • Taxonomy of luxury brands – slide 30
  • How is luxury branded? – slide 31
  • The 8 cornerstones of luxury branding – slide 33
  • Applying the brand identity prism to Chanel to understand the multiple facets of luxury identity – slide 42
  • Positioning of luxury brands – slide 45
  • Constraints to creative development – slide 46
  • Synthetic flowchart of factors of luxury brand success – slide 47

Presentation from July 2013 by Sudio Sudarsan

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