Are Luxury Brands a Distinct Brand Category: A Preliminary Investigation
10 Pages Posted: 30 Jan 2012
Date Written: January 28, 2012
Abstract
This exploratory literature review focuses on the relationship between luxury brands and brands in general. It posits that they appeal to a specific type of consumer, the luxury consumer, and are distinguished by their management system which gives them the unique brand identity translated in enhanced brand value in relation to common brands. Finally, the paper identifies the major threats to luxury branding strategy and the problems of counterfeiting.
Keywords: luxury brands, literature review, branding theory
Suggested Citation: Suggested Citation
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