Learning Outcomes:
1. Understand why brand is so strategic to make it successful
2. Analyse how luxury brand can create high value to shareholders
Assessment Report
Choose a brand of your choice and describe how to build a sustainable luxury
brand.
Visit the website as a guide to the structure in creating luxury brand.
Below is an overview of the industry:
One of the most pervasive domains in the last forty years that has captured the
attention of CEOs, consultants, managers and academics is branding. How can
companies build successful brands?
This yet again drives home the point that the emergence of new iconic brands is not
an easy task. In particular, this is the case in the special context of luxury brands.
Given their unique positioning and niche targeting within the larger mass markets,
luxury brands face a double whammy of the liability of market newness and the uphill
task of competing with well entrenched incumbents that have made deep inroads
into the local cultural fabric.
As competition increases and the trend from commoditization continues, companies
are keener than ever to create strong brands, especially luxury brands that can
increase their revenue base, enhance their overall brand equity and strengthen the
base of their loyal customers.
