The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands Jean-Noel Kapferer, Vincent Bastien
Publisher: Kogan Page

Their motivation to buy these luxury brands has its roots in the more complex Confucian values and demand for social recognition, and the growing influence of Western values… Luxury market in The general believe is that China's auto sales in 2009 will continue growing from the 9.38 million units sold in 2008, break the 10 million barrier, and overtake the US as the world largest market (LI, Fangfang, GONG, Zhengzheng, and XIAO, Ma, 2009). The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands. Kapferer, Jean-Noel and Vincent Bastien. While the luxury brand's visual identity is a fairly stable factor, luxury brand advertising is a more dynamic and versatile marketing vehicle. It provides a very good introduction to the concept of luxury fashion explaining how marketing rules are used in the marketing of luxury brands. Luxury is in fashion and is now to be found in almost every retail, manufacturing and service sector. The following five rules of celebrity endorsement for luxury brands provide an indication of this. €Luxury Brands on Social Media: All They Have to Do is Show Up.” Forbes. Individuals–—luxury brands enact virtual rarity tactics, construct themselves as art, and adopt a fashion business model while deemphasizing exceptional quality and country of origin. An insight by Michael MacRitchie Celebrity endorsement of luxury fashion is hardly a new phenomenon, as it has been around for several centuries. The Luxury Strategy: Break the Rules of Marketing to Build Luxury. Worth, the man who invented haute couture in Paris in the nineteenth century, understood the importance of linking celebrities to brands, even before this was recognized as an important marketing communications tool.