Luxury Branding - Branding Strategy Insider

Building Luxury Brands With Abundant Rarity

August 30, 202216535 min

Recently, a commentator for Financial Times wrote that “luxury is scarcity.” The reporter referred to issues concerning the German wine industry and the German car industry. Apparently, German wines no longer have a cachet. One of the reasons is the expansion of its varietals. Quantity over quality. As for the German automotive manufacturers, Mercedes is excising its entry-level brands to focus on its more expensive, more luxurious models, in other words, fewer luxury vehicles. On...

by Michael Solomon

Luxury Branding

Targeting The Luxury Consumer

March 22, 202234285 min

A luxury brand is a complex platform that conveys messages about quality, lineage, status, and taste. It often encompasses a set of visual icons, such as a distinctive logo, monograms, patterns and images. A good example is Bottega Veneta, whose leather goods display no visible symbols or logo, but are instead recognized by the weaved leather pattern of their products.

by Michael Solomon

Luxury Branding

Understanding Today’s Luxury Consumer

March 8, 202149127 min

Luxury marketing is largely about exclusivity. If everyone has it, it’s not luxury. The popular bumper-sticker slogan, “He who dies with the most toys, wins,” summarizes the desire to accumulate these badges of achievement.

by JP Kuehlwein

Luxury Branding

An Action Plan For Elevating Brands

March 1, 202128485 min

The new millennium brought a major shift to the world of brand building. Brands are no longer just marketing instruments for attracting customers; they are embraced as guiding the enterprise overall, inspiring and engaging internal and external stakeholders.

by Larry Light

Luxury Branding

Amazon’s Impact On Luxury Strategy

February 25, 202126755 min

In 2017, the European Court of Justice (ECJ) announced that Coty, the U.S. beauty group, did not break any laws of competition when it forbade a German distributor from selling Coty products on Amazon.de, the German Amazon site. In Europe, luxury products are able to limit sales of their products to only those “stores that maintain their luxury image,” Financial Times reported. The ECJ calls this “selective distribution.”

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