吉利根商业学校论文代写:奢侈品牌和普通品牌在营销上的差异

吉利根商业学校论文代写:奢侈品牌和普通品牌在营销上的差异

研究发现,奢侈品牌与普通品牌在营销上存在一定的关键差异。在Fionda, & Moore(2009)的研究中发现,每个品牌形象都有许多复杂的变量。就奢侈品牌而言,有一种表现是人们期望的更高。它们需要展示功能性能,也需要展示独特的创新策略(Chadha, & Husband, 2010)。这可能是该公司的一项关键战略,即利用使该品牌优于竞争对手的特定属性。品牌形象和特定目标形象的发展是一个重要的方面,需要独特和不同于其他品牌形象(Kapferer, 1998)。预计该品牌的血统会更高。仅仅是品牌的标志或商标在目标消费者群体中更有价值(Fionda, & Moore, 2009)。这些品牌的过度曝光和独家分销会导致品牌价值的稀释。

吉利根商业学校论文代写:奢侈品牌和普通品牌在营销上的差异
大多数奢侈品牌给人的印象是,自己品牌的产品很稀缺。缺乏是他们维持销售品牌的观念(Chadha, & Husband, 2010)。因此,制作过程中需要使用高质量的材料,保持品牌的美观(Chadha, & Husband, 2010)。社会上有影响力的人也认可这些产品。研究发现,电影明星、体育运动员、音乐人等公众人物一直在习惯性地运用奢侈品牌广告策略的创作(Chadha, & Husband, 2010)。他们确保了品牌的高可信度。对于旗舰店来说,奢侈品的终极象征是提升品牌体验,放大品牌光环(Stottinger, Schlegelmilch, and Zou, 2015)。大量的时间花在塑造公众形象和公共关系上。奢侈品牌所有者试图温和地让人们相信,他们能够影响公众舆论。

吉利根商业学校论文代写:奢侈品牌和普通品牌在营销上的差异

It has been found that there are certain key differences in the marketing of the luxury brand and the regular brands. In the research by Fionda, & Moore,(2009) it was found that there is a number fo complex variables that is dependent on each brand image . In the case of luxury brand, there is performance that is expected is higher. They need to show functional performance and also showcase distinctive innovative strategy (Chadha, & Husband, 2010). This could be a key strategy of the company for employing specific attributes that make the brand better than its competitors. Development of a brand persona and specific target image is an important aspect that needs to be unique and different from other brand persona (Kapferer, 1998). The pedigree of the brand is expected to be higher. The mere logo or trademark of the brand is found to have more value among the target consumer base (Fionda, & Moore, 2009). Over-revelation and exclusive distribution of these brands can cause dilution of the brand value.

吉利根商业学校论文代写:奢侈品牌和普通品牌在营销上的差异
Most of the luxury brands create a perception that the products from their brands are scarce. Paucity is the perception that they maintain to sell the brand (Chadha, & Husband, 2010). For this, there should be high quality materials used for the production and the aesthetically appeal of the brand should be maintained (Chadha, & Husband, 2010). The influencers in society also endorse these products. It has been found that the public figures such as movie starts, sports players, musicians have been conventional employed the creation of the luxury brand advertising strategy (Chadha, & Husband, 2010). They ensure that there is high credibility developed for the brands. In the case of flagship stores, the ultimate symbol of luxury is to heighten the brand experience and amplify the aura of the brands (Stöttinger, Schlegelmilch, and Zou, 2015). Significant amount of time is spent in creation of public persona and public relations. The luxury brand owners try to gently nudge the people into believing that they can influence the public opinion.