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Luxury Strategy

branding luxury

How Important Is Branding To Luxury?

By Branding Strategy
Without branding, there can be no luxury. A bold statement, I agree, but one that is rooted in facts. When you decide to buy a gift, depending on how much you want to spend, you usually decide on a brand first and then the product. Or you may think of a product out of a particular brand. The distinction is blurry.

A great example is that of the automobile. At the turn of the century, there were very few cars because only the rich could afford them. A car was a luxury. But when car production was revolutionized and they became a commodity, how could one consider the car a luxury? That is where branding came in. You would like to drive a Mercedes or BMW if you would like to show your wealth and status. Or perhaps you would like a Ferrari or a Bugatti if you want to show you are filthy rich.
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