The Brand Challenge: Luxury branding
Jean-Noël Kapferer
Building luxury brands means forgetting most of the classic rules of marketing and adopting instead what are now recognized as the anti-laws of marketing. When a luxury brand is managed without taking into account the critical specifics of luxury it undermines its own luxury credentials, loses prestige, equity and thus pricing power. Unfortunately, this is a classic error often seen among luxury brands where strong pressures lead managers to forget these specifics. Some luxury brand owners are in a hurry to get a good return and are willing to dilute their brand by...