Legendary luxury brands: inventing the future by reaching to the past

Gregory S. Carpenter () and Xavier Barlier
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Gregory S. Carpenter: Kellogg School of Management, Northwestern University
Xavier Barlier: Maison Marques and Domaines

AMS Review, 2021, vol. 11, issue 3, No 20, 464-470

Abstract: Abstract Unlike many other brands, luxury brands can enjoy remarkably enduring success. This paper presents an interview with a senior executive responsible for marketing Maison Louis Roederer’s champagnes, including the legendary Cristal, in the United States for the last 20 years. We explore the differences between luxury and mass-market brands, the role of creative vision, how brands remain relevant through innovation while remaining faithful to their history, and how luxury brands create passionate buyers who seek to be a part of the brand, not simply consumers of the brand. We conclude with a discussion of the implications for market orientation, understanding consumers as fans, and other future research topics.

Keywords: Luxury; Branding; Market orientation; Competitive advantage (search for similar items in EconPapers)
Date: 2021
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DOI: 10.1007/s13162-021-00207-x

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