Branding Principles in the Luxury Industry

Tinne Van Gorp

Chapter 7 in Luxury Strategy in Action, 2012, pp 125-143 from Palgrave Macmillan

Abstract: Abstract Over the years, the notion of luxury has changed. In the classical luxury of the eighteenth and nineteenth centuries, the focus was on the product; during the 1920s this focus shifted to the product’s creator. In the 1970s, luxury became dominated by the media – images and luxury became the brand. Changing consumer behavior and competition in the luxury market explain the shifting notion of luxury.

Keywords: Brand Equity; Brand Image; Brand Loyalty; Brand Position; Brand Personality (search for similar items in EconPapers)
Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-36154-6_8

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DOI: 10.1057/9780230361546_8

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