The Brand Challenge: Luxury branding
This article, by Jean-Noël Kapferer, discusses luxury marketing, and puts forward five 'anti-laws', where the usual rules of marketing do not apply. These anti-laws include discontinuing a product when it sells too much, focussing on taste and experience to build a sense of luxury, and balancing historical roots with bold new moves.
Making a luxury brand
This article discusses the nature of brand desire – and how this relates to marketing luxury brands.