EAN: 9783954891931

BRAND MANAGEMENT AND MARKETING OF LUXURY GOODS ...

The marketing of luxury brands is a highly complex and difficult task and differs strongly from
the management of ordinary brands. At the heart of the difficulty lies a paradox: To increase
sales and at the same time to preserve exclusivity. A luxury brand has to be anchored in the
heads of as many people as possible and be desired but it must remain inaccessible to most of
them. The more a luxury brand or good gets actually purchased  the more it loses ist aura of
exclusivity  ist attractiveness and ist 'dream value'.The purpose of this book is to analyze
the specificities of the management and marketing of luxury brands in comparison to ordinary
brands. The analysis will mainly focus on the four elements of the marketing mix  namely
product  place  price and promotion. A detailed analysis of the four elements will disclose the
particularities of luxury brands and present the requirements of successful luxury brand
management which is able to overcome the difficulties resulting from the mentioned paradox.

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