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| Author: | Roux, E. |
| Title: | Comment se positionnement les marques de luxe = How luxury brands position themselves |
| Journal: | Revue Francaise du Marketing
1991 : NO. 132-133, p.111-118 |
| Index terms: | BRANDS POSITIONING CONSUMER EXPECTATIONS STANDARD OF LIVING QUALITY |
| Language: | fre |
| Abstract: | Three categories of consumer needs are defined in relation to luxury brands: functional needs, symbolic needs, variety needs. the m,ain elements of the management of brand image are listed and discussed. Survey results on strategic positioning of luxury brands reported. three criteria of positioning of luxury brands are identified: experience, sensitivity, and living standard. The elements of the marketing mix of a luxury product and an ordinary high quality product are listed and compared with one another. Some problems of classification and measurement are considered. |
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