Finding the Right Positioning

Diana Derval
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Diana Derval: DervalResearch

Chapter 3 in Designing Luxury Brands, 2018, pp 51-76 from Springer

Abstract: Abstract In this chapter, with the Kate Spade, Porsche, and Grand Optics cases, we dig into the physiology of female-to-female competition, explain why some luxury products are must-haves worth over budget spending, and explore the sense of colors. We will then spot the true competitors and best place to be in the luxury market using the Positioning map.

Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-319-71557-5_3

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DOI: 10.1007/978-3-319-71557-5_3

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