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The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands Jean-Noel Kapferer, Vincent Bastien
Publisher: Kogan Page

Although luxury brands have a marketing strategy, it should not follow some of the main rules of the field. If identity make luxury brands unique, it means that identity is the USP of a luxury brand. Market can fuel future growth, as China runs out of steam and demand in Europe sags. Fich N (2009), Brand Management of Luxury Goods: Understanding the Customer: Perception of Luxury, Spinger, Germany. Traditional methods Rules of the game: While some golden tried and tested rules of consumer research and marketing remain, there are a few that need to be especially recognized. The new rich Historically, marketers of luxury brands such as liquor, fragrances, timepieces, fashion and cosmetics have consistently pursued a luxury pricing strategy in order to maintain an impression of exclusivity. Product DescriptionLuxury is in fashion and is now to be found in almost every retail, manufacturing and service sector. Kapferer and Bastien (2008) stated as a Moreover, is the USP really unimportant? Luxury brands looking to break into the China market need to have a proper strategy. New terms like mass-luxury, new. Ephraim is the kind of man who gives luxury goods makers high hopes that the U.S. Cutillo is the target audience for The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands. (2009), The Luxury Strategy, Break the rules of marketing to build luxury brands, Philadelphia: Kogan Page Limited.