Luxury brand positioning strategy: How to craft a winning one
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Luxury brand positioning strategy: How to craft a winning one
Luxury brands have to create an extreme amount of value for their consumers. Design, packaging, and function are undoubtedly important features. However, they aren’t what drive Added Luxury Value (ALV), and ALV is the precondition that’s needed before someone will even consider buying a luxury brand.
Daniel Langer • The Luxury Trap: Why it’s a Mistake to Define Luxury By Price
To avoid it, luxury companies have to maintain and grow their distinction as they scale.