How to Position a Luxury Product

Miguel Angelo Hemzo ()
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Miguel Angelo Hemzo: Universidade de São Paulo

Chapter Chapter 4 in Marketing Luxury Services, 2023, pp 53-60 from Springer

Abstract: Abstract In this chapter, the concept of positioning is discussedPositioning. It is argued that, unlike fast‐moving consumer goodsFast‐moving consumer goods, positioning strategies in luxury marketing are largely based on creating an identity of uniqueness, innovationInnovation balanced with tradition, and the use of story‐telling and focused communicationCommunication with their target. I combine ideas from marketing services and Kapferer and Bastien (The luxury strategy—Break the rules of marketing to build luxury brands. Kogan Page, 2009) and some other authors on marketing for luxury.

Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-86073-8_4

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DOI: 10.1007/978-3-030-86073-8_4

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