Defying Essentials for Brands: Luxury Brand

 The Iconic Group LLC Presents “Rules to Brand By”: Covering Branding, Marketing and Publicity Techniques for all ICONS

Defying Essentials for Brands: Luxury Branding

Written by: The Branding Icon: Pamela Rosara Jones

Reaching your client using the so called “Luxury Brand” Strategy is a technique that was originated over 40 years ago by a prestige group of European luxury brands. The idea was to globalize their businesses using a marketing strategy that would increase clients while also defying a pivotal change in commerce history. As told by Jean-Noël Kapferer, author of The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands 2nd Edition there are three ways to use this branding technique.

The Lux Strategy uses intangible elements which are best described as factors of the brand that can not be felt. For example, the heritage of the brand can add to the premium value of the product. Or the craftsmanship of the product can lead to a better understanding of the class of brand you are offering. This method caters to using over eight components that work together to build the premium quality that consumers know and love.

The Fashion Strategy is what most brands tend to lean towards. No real intensive strategy is used here. It is simply all about the look and how the brand makes the audience feel about the overall product. The idea here is to get enough people to agree to the message while also sporting the product.

The Premium Strategy: “Pay More, Get More” – If you pay a lot of money for this brand – the boomerang effect will return a value equal to or more than what you paid. Unfortunately, brands that use this strategy tend to “scope creep” their way into over production. Offering too much value can overwhelm your brand if you’re not ready to provide the premiums promised.

For more information about this technique and how The Branding Icon can assist your brand in the many forms of branding, marketing and publicity, please email or visit my website Interested in booking a branding session check out my session info here

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Pamela Jones

Business Writer and Strategist