kogan page

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• The Anti-laws of Luxury Marketing #13

  
  Branding Strategy Insider — Authority: 494
  13. Raise your prices as time goes on in order to increase demand In the standard market model, when the price falls, demand rises. With luxury, the relationship is reversed. In the 1950s, Krug was one of the smallest champagne houses. Its champagne had an excellent reputation, was adored by the great artists and ...
  2 weeks ago

• The Anti-laws of Luxury Marketing #12

  
  Branding Strategy Insider — Authority: 494
  12. Luxury sets the price, price does not set luxury Money does not do a worthy job of categorizing objects or stratifying them unless they have been culturally coded. This ‘anti-law’ means that luxury is what could be called ‘supply-based marketing’. That is why traditional marketing is in a state of ...
  3 weeks ago

• The Anti-laws of Luxury Marketing #11

  
  Branding Strategy Insider — Authority: 494
  11. The presumed price should always seem higher than the actual price It is a telling fact that advertisements for luxury products often show only the product, without any descriptive copy, and certainly no prices. In the luxury world, price is something not to be mentioned. When you are dining in a top-class ...
  4 weeks ago

• The Anti-laws of Luxury Marketing #10

  
  Branding Strategy Insider — Authority: 494
  10. Communicate to those whom you are not targeting Luxury has two value facets – luxury for oneself and luxury for others. To sustain the latter facet it is essential that there should be many more people that are familiar with the brand than those who could possibly afford to buy it for themselves. In traditional ...
  5 weeks ago

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