Luxury brands

"The luxury brand goes beyond the object: it is constructed from the reputation made from its objects and its service within the social micro-groups favoured by the elites"

A brand is a personality and represents everything the product stands for. It encapsulates the core meaning of the brand. It is not just about the function of the product, but what it means to own it.

Page: 116

Kapferer, J. and Bastien, V.The luxury strategy

In-text: (Kapferer and Bastien, 2009)

Bibliography: Kapferer, J. and Bastien, V. 2009. The luxury strategy. London: Kogan Page.

"The brand is therefore the social visa, the ‘star-maker’, both of the product and the person. To be expensive is not enough to qualify as luxury: it must also be inscribed with a cultural hallmark accepted as a social stratifier... A luxury brand is a brand first, and luxury second"

Page:117

Kapferer, J. and Bastien, V.The luxury strategy

In-text: (Kapferer and Bastien, 2009)

Bibliography: Kapferer, J. and Bastien, V. 2009. The luxury strategy. London: Kogan.