Published on May 22, 2009
Is price the prerequisite of brand equity?
Do not push it
The ultimate commodity?
No gold, lots of inspiration
Luxury = Exclusivity = High price
Luxury = Awareness of the brand = Prestige
Not meant for designer handbags
A (cheap) way to buy a piece of a luxury brand, and a great way to build Awareness
Awareness is NOT = Exclusivity
Awareness and Affordability can backﬁre
Luxury = Standing out, not Fitting in
High price = High Status = Luxury
Which one will be the symbol of ultimate coolness in 2015?
Is the costliest also the coolest?
Luxury is not the opposite of Poverty. It is the opposite of Vulgarity.
Good for buzz, only
Bling is out. Luxury can no more be = Excess
High price = High Quality = Luxury
Some brands were built on compelling affordability
5£ bag = instant icon?
Buy a diamond on the net?
Low prices & “Luxury” buying experience
Low prices & “Carrefour” buying experience
A very different buying experience
The third most respected brand in Germany
Every year, more fakes
When a woman wants to decorate herself
Crisis increase the speed of change
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