The Brand Challenge: Luxury branding

This extract from the book 'The Brand Challenger' discusses luxury marketing, and puts forward five 'anti-laws', where the usual rules of marketing do not apply to luxury brands.

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...

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