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| There is always an argument why some brands are qualified as “luxury brand” and some are only considered as “well known brands” or “famous brands”. Luxury brands need to have two key elements: the economic capacity to pay for the often hefty premium for these products and a propensity to appreciate the object’s artistic, historic, creative, intellectual and sensuous dimensions. Luxury brands provide extra pleasure and flatter all the senses at once. Traditionally, many luxury brands are symbols of representation of past privileges of European aristocracy such as living in a life of leisure, money and time or space obligation. Regardless, these symbols of luxury has changed and modern luxury takes on whole a new set of meanings. Sony Plasma TV, Godiva chocolates, Victoria Secrets, William Sonoma, Starbucks coffee and Tiffany for example. The new luxury has altered conventional beliefs in many respects of traditional brand marketing, including price ranges, brand extendibility, channel availability and the idea of any luxury brand must have some sort of anchoring in the past. |
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| Click on the images below to see sample pages |
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