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Fashion is a symbol of society and has continuously been influenced by historical, social, traditional, religious, political, economic, psychological and more recently technological changes (Welters and Lillethun, 2011). Read more »
Category: Branding
How does Timond advertise its products?
Article by Rajalakshmi Rahul
on August 30, 2012
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Time never lies. Like a beating heart it chronicles and the yesteryear, today and the moments to come. At Timond the watches are developed greatly, the rhythmic countdown to whatever is to be, the preserver of seasons that has withered, arrived and charmed. Read more »
Importance of Celebrity endorsement in luxury brand management
Article by Abhinash Jena
on June 8, 2012
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Celebrity endorsement of luxury brands is hardly a new phenomenon but has been in practice for several centuries. Celebrities are highly valuable and necessary for brands especially in the luxury brand sector (Keegan, 2011). Read more »
Best and worst practices followed by luxury brand marketers
Article by Abhinash Jena
on May 24, 2012
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“Companies that fail to adapt to changes elsewhere in their industries value chains are often blindsided by competitors who react to those changes” (Jones, 2010, pp 47). Within the last decade luxury market has changed dramatically. Read more »
Advertising luxury brands
Article by Abhinash Jena
on May 21, 2012
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Luxury brands provide a rich arena to investigate branding processes, an arena in which image and symbol drive brand value largely via advertising campaigns (Fich, 2009). Advertising remains the guardian of the luxury brand and is often the central messenger of the audience brand relationship. Read more »
Managing luxury brands in emerging markets
Article by Abhinash Jena
on May 12, 2012
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There are four keys to managing luxury brands successfully: design and communication management; product line management; customer service management and channel management (Swystun , 2007). Read more »
Asia: Today’s Biggest Luxury Market in the World
Article by Rajalakshmi Rahul
on April 8, 2012
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‘Luxury’ has now become a necessity among the Asian people. The days when the middle level income people started at expensive products and accessories are no more in existence. Read more »
Role of celebrity endorsement in luxury brand management
Article by Priya Chetty
on April 1, 2012
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An important practice for promoting luxury brand is the celebrity endorsements. It is very necessary because the celebrity endorsements are a big awareness of brand developing tool for new brands. This endorsement helps the brand marketers to re-position and position their occurring brands. Read more »
