Delivering a luxury brand experience (Landor Perspectives 2012)

This paper, which focuses on the Indian market, argues that the ability to create and deliver innovative brand experiences has become an important core capability for luxury goods.

Delivering a luxury brand experience (Landor Perspectives 2012)

Lulu RaghavanLandor Associates

India's growing tribe of luxury consumers is more traveled, more discerning, and more demanding than ever before. Gone are the days when multinational companies could get away with introducing outdated models or offering limited product selection to the Indian market. And it's no longer enough to ride on the halo of global brand image when selling to Indian consumers.

In the Indian context, the delivery and experience of a luxury brand are much more critical than the product alone and the badge value of owning it. Indian consumers...

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