More on Luxury Anti-Laws of Marketing

Vincent Bastien () and Jean-Noël Kapferer ()

Chapter 2 in Luxury Marketing, 2013, pp 19-34 from Springer

Abstract: Zusammenfassung In 1989 Ford bought the Jaguar brand, symbol of British luxury worldwide, endowed with heritage, status, glamour, prestige, almost a cult brand with iconic models, for 2.2 billion dollars. Nine years later, on March 26th 2008, after having spent 6 billion dollars [15], Ford sold it to the Indian conglomerate Tata, along with another mythical British brand – Land Rover – for 2.3 billion dollars. As Land Rover brand was estimated at 2.5 billion dollars, it means that Jaguar brand was just given for free: meanwhile it had lost its pricing power, its glamour and was still not profitable. Surely there are many causes of such a failure: a brand turn over is a difficult endeavor.

Keywords: Brand Personality; Brand Management; Price Point; Price Power; Luxury Brand (search for similar items in EconPapers)
Date: 2013
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DOI: 10.1007/978-3-8349-4399-6_2

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