A Luxury brand has always had some sort of appeal to me. Whether it was the image of an Audi A4 zooming smoothly on a shiny paved road or someone wearing a Versace suit strolling through a well-lit lobby, these extraordinarily expensive objects of aspiration have always interested me. I had just finished reading The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands by Jean-Noel Kapferer and Vincent Bastien and was quite impressed by the growth of luxury brands. I decided to understand luxury brands further.
To understand the meaning on luxury brand marketing, one has to understand the meaning of the term luxury.
Luxury :
Luxury is about social status or wealth. It’s part technological superiority, part superior craftsmanship and satisfies a certain role-playing notion that the buyer has. Additionally, it satisfies an emotional desire with intangible benefits. » Read more: Luxury Brand Marketing
