Luxury Brand Management

Question 1

Define Luxury

Answer 1

Experience, Uniqueness, Hedonism, Artisanal, High Price

Question 2

Define Brand

Answer 2

Identity, Story Telling, Values, Image

Question 3

Berthon’s 3 spheres

Answer 3

Objective (characteristics of a product)

Subjective (Hedonic experience, Sense of belonging, Felling stronger)

Collective (Signal sent by the brand, Social Attributes)

Question 4

Keller’s 10 criterias

Answer 4

1. Premium Image
2. Intangible brand association
3. Quieting
4. Logo, packaging, symbols
5. Personality
6. Control Distribution
7. Premium Price Strategy
8. Brand architecture
9. Define competition
10. Legal protection (patent)

Question 5

Dubois’ Method (definition of luxury)

Answer 5

1. Excellent Quality
2. High Price
3. Scarcity and uniqueness
4. Aesthetics
5. Heritage and History
6. Unusful

Question 6

Vigneron and Johnson

Answer 6

3 non personal oriented criteria
(Show-off, Uniqueness, Quality)

2 personal oriented criteria
( Hedonism, extended self)

Question 7

Widemann and Ali

Answer 7

Financial, Functional, Individual and social

Question 8

Dubois

Answer 8

More than 30 criterias.

1. High Price
2. Scarcity
3. Tradition
4. Pleasure
5. Uncomfortable
6. Showing ofg

Question 9

Miller and Mills

Answer 9

1. Level of Hierarchy
2. Level of Innovation
3. Brand user

Question 10

Enjo, Costello, Taylor (2017)

Answer 10

1. Quality
2. Authenticity
3. Timeless Design
4. True to its values

Question 11

Self concept theory

Answer 11

focus on utilitarian (for themselves not society)

Question 12

Social concept theory

Answer 12

Show-off, Sign of wealth, big logo and less quality

Question 13

Social Comparison theory

Answer 13

About self image (the reason why you buy)

Gap between what you think you are and what you think you should be

Question 14

Consumer Culture Theory

Answer 14

Build a character
Artistic expression
Build a cultural identity

Question 15

Theory of Uniqueness

Answer 15

Becoming different from others

The consumers determine if it’s a luxury brand

Question 16

Kapferer definition

Answer 16

B2C - brands base on emotions

Question 17

Aaker definition

Answer 17

B2B - focus on the products or services

Much more rational

Question 18

Identity Prism

Answer 18

Kapferer

Physique - Personality
Relationship - Culture
Reflexion - Self Image

Question 19

Brand Identity System

Answer 19

Aaker

Brand as a
* Product
* Person
* Organisation
* Symbol

Question 20

Tynan, McKenchie et Chuon’s Key identifiers (2010)

Answer 20

It appears to be aware
- Prestigious, authentic,
- High level of symbolic (most of the consumer relation is in your head)

Question 21

Vickers and Renand’s model (2003)

Answer 21

Functionalism
- Symbolic interaction
- Experionsalism (Consumer experience)

Question 22

Heine’s model (2012)

Answer 22

• Price
• Quality
• Status
• Rarity
• Perceived as extraordinary

Question 23

Nueno and Quelch’s model (1998)

Answer 23

• The ratio between fonctionnality and price is low
• The ratio of intangible and situational utility price is high

Question 24

Hagtvedt and Patrick’s model (2009)

Answer 24

Luxury products:
- Premium products
- Pleasure
- Connect with consumer emotionality