Spotting the Right Positioning, Luxury Gifting, and the Sense of Colors

Diana Derval
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Diana Derval: DervalResearch

Chapter 6 in Designing Luxury Brands, 2024, pp 89-105 from Springer

Abstract: Abstract In this chapter, with the Porsche and Nespresso cases, we spot the true competitors and best place to be in the luxury market using the Positioning map. We rediscover the sense of colors and apply the findings with the eyewear and Carl Zeiss Vision Care case.

Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-031-54093-6_6

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DOI: 10.1007/978-3-031-54093-6_6

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