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

Investors know that the luxury goods market is a cyclical industry, but this time may be different. An insight by Michael MacRitchie Celebrity endorsement of luxury fashion is hardly a new phenomenon, as it has been around for several centuries. In an article for Branding Strategy Insider, Derrick Daye refers to luxury as “a taste educator,” claiming that “the status of the brand itself as an emitter, shaping the taste of the elites,” is important to its corporate identity. The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands. Luxury is in fashion and is now to be found in almost every retail, manufacturing and service sector. The real communicating has yet to begin. Luxury, fashion, premium, strategy. Knockoff luxury goods are so readily available that some consumers don't realize they're purchasing illegal merchandise. Worth, the man who invented haute couture in Paris in the nineteenth century, understood the importance of linking celebrities to brands, even before this was recognized as an important marketing communications tool. The total luxury market is estimated to reach just over $250 billion by 2013. The idea of a standalone company is too powerful. A practiced marketing writer will be able to leverage inbound marketing techniques characteristic of luxury to showcase a brand's investment value in a way that is more engaging than reciting features and benefits. The following five rules of celebrity endorsement for luxury brands provide an indication of this. There's no way Lincoln would deliver nothing more than a make-believe marketing stunt like some of its luxury marque competitors. Free download eBook:The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands pdf,epub,mobi,kindle book from 4shared,torrent,mediafire,rapidshare and so on.