The 8Ps of Luxury Brand Marketing
Rohit AroraBates Pan Gulf
What makes a luxury brand desirable? What are the ingredients/components that make up a luxury brand?
Is it the physical or functional attributes like product quality, craftsmanship, design, technology? As one respondent in a programme of qualitative research in UAE said "When you buy something with really high-quality, you can genuinely feel the difference. It is in the touch, the feel of the material; it's in the smoothness, it's in its minute details…"
Or is it the self-asserting emotional stimulation of letting others know that 'I've arrived'? One respondent...