Polo As A Vehicle For Communicating Luxury

Ivan Coste-Manière, Anna Hoarau and Cedric Laforge

Chapter 13 in Global Luxury Trends, 2013, pp 185-200 from Palgrave Macmillan

Abstract: Abstract Sports have always been a privileged tool or vector exploited by most brands in order to communicate their image, looking for notoriety, awareness and visibility. When used in the right configuration, sport, synonymous with dynamism, physical prowess, aesthetics and health, seems to represent a real opportunity for brands to promote their goods and services, and to create a buzz, with one of the biggest effective reaches and one of the biggest audiences.

Keywords: Business Group; Luxury Brand; Physical Prowess; Equestrian Sport; Polo Shirt (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-28739-7_14

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DOI: 10.1057/9781137287397_14

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