Luxury Branding - Page 2 of 9 - Branding Strategy Insider

Luxury brands are built on much more than exclusivity. Explore the best practices in luxury branding on Branding Strategy Insider.
Targeting The Luxury Consumer

A luxury brand is a complex platform that conveys messages about quality, lineage, status, and taste. It often encompasses a set of visual icons, such as a distinctive logo, monograms, patterns and images. A good example is Bottega Veneta, whose leather goods display no visible symbols or logo, but are instead recognized by the weaved leather pattern of their products.

Amazon’s Impact On Luxury Strategy

In 2017, the European Court of Justice (ECJ) announced that Coty, the U.S. beauty group, did not break any laws of competition when it forbade a German distributor from selling Coty products on Amazon.de, the German Amazon site. In Europe, luxury products are able to limit sales of their products to only those “stores that maintain their luxury image,” Financial Times reported. The ECJ calls this “selective distribution.”

The Difference Between Prestige And Luxury Brands

The American Express Centurion Card and its sibling The Platinum Card are prestigious, as are The Chase Sapphire Reserve and The J.P. Morgan Reserve Credit Card. These cards can buy luxuries. A Regal Cruise is luxurious with a wide range of luxury amenities. A Venicci Shadow 2-in-1 Stroller is a very prestigious perch for your infant. An Oscar is a prestigious award. But, what is prestige? What is luxury? These two concepts – prestige and...

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