1. Han et al. (2010): signaling status with luxury goods: the role of brand prominence

Question 1

Brand prominence

Answer 1

he conspicuousness of a brand’s mark or logo on a product; the extent to which a product has visible markings that help ensure observers recognize the brand
—> loud or conspicuous or quiet and inconspicuous

Question 2

Two distinct characteristics:

Answer 2

wealth
need for status

Question 3

patricians

Answer 3

high in financial means, low in they need to consume for prestige’s sake, and keen to associate with other patricians

Question 4

parvenus

Answer 4

affluent, but they crave status, keen to dissociate themselves from the have-nots while associating themselves with other haves

Question 5

poseurs

Answer 5

not very wealthy, but highly motivated to consume for the sake of status, want to associate themselves with the haves

Question 6

proletarians

Answer 6

not very affluent, also less status conscious

Question 7

Taxonomy: the four P’s of luxury

Answer 7

proletarian: don’t have, don’t care
parvenu: i’m rich baby! and loud
poseur: don’t have, want to show they have
patrician: they are rich but not loud: subtle cues for those ‘in the know’, quiet branding

Question 8

study 1
study 2
study 3

Answer 8

Study 1: inconspicuously branded luxury goods cost more than conspicuously branded goods
Study 2: fake goods copy loud products (not quiet ones)
Study 3: patricians recognize true value regardless of brand conspicuousness, others (including parvenus) need brand names

Question 9

Managerial implications 3

Answer 9

managers need to develop a set of special signatures, subtle cues that identify their brand
resist the urge to leverage its brand by popularizing its trademark
luxury goods manufacturers must consider advertising to everybody
reassess the traditional pyramid approach to luxury