They are the least while high-end brands are one of the most prosperous and fastest growing sections of the brand pantheon. There is no clear understanding of the worth dimensionality of high-end brands; no recognized definition concerning what a high-end brand is; and no rigorous conceptualization of the various types of high-end brands. They're generally treated as homogeneous.
This article investigates the value dimensionality of luxury brands, distinguishes among luxury brands, and proposes a typology to help companies understand the managerial consequences and challenges of each kind. This also means they react differently to each other both in slowdowns and in times of economic prosperity. This post also investigates strategies for migrating mass-market brands into high-end brand markets.
PUBLICATION DATE: November 01, 2009 PRODUCT #: CMR440-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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