Marketing, luxury, branding and more…. – Page 13 – Paurav Shukla, globally renowned expert in marketing, luxury, branding and more….

Make them ‘buy now’: How to make users comfortable in buying through your website?

Importance of consumer concerns To create and sustain long-term and mutually beneficial online and offline relationships organizations need to reduce consumers’ perceived risk; increase consumer trust and lessen security and privacy concerns. Addressing these consumer concerns is highly important because consumers increasingly rely on internet for their regular information search [Read Story]

Luxury marketing: exploiting the heritage code of luxury brands

Marketing luxury brands is significantly trickier than regularly purchased brands. In this regards, many luxury brands from Europe seem to be stepping up a new [Read Story]

Luxury branding: back to basics

When using luxury brands consumers make a subtle claim that they are special, different and at the very forefront of social trends. Therefore, creating a [Read Story]

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Thriving on consumer irrationality

It has been well-established in psychology literature that consumers are highly irrational in most of their decision making. Moreover, Daniel Kahneman [Read Story]

Announcement: 2011 MAG Scholar Conference

For those of you who are researching the Asian economies, this is an interesting chance to participate in the debate. The [Read Story]

What is luxury?

When joining the ‘luxury society’ group, one of the interesting questions they asked was to provide your own definition of luxury. [Read Story]

Seriously, I thought Haier was a German brand! Detrimental effects of country of origin misclassification on bottomline

Seriously, I thought Haier was a German brand! Detrimental effects of country of origin misclassification on bottomline

Many brands, particularly those from countries associated with poor production quality, attempt to disguise their origins. Some even attempt to deliberately associate their brand with a country that has a strong image to win over customers. Our recent research suggests that this can backfire, however. When customers find out the truth about a brand’s origins, they are not happy about it. In fact, they feel discontent and are put off buying from them in the future.

The Independent: Can luxury fashion brands ever really be inclusive?
Escaping the 'wild swings' of the stock market: Why Elon Musk should take Tesla private
How brands that disguise their origins do damage to their bottom line
Why Elon Musk should take Tesla private
Researchers find ad campaigns effective in cutting alcohol-fueled sexual advances

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What is your Chinese New Year luxury strategy?

“The US is luxury’s largest market. Japan still remains a large luxury market in terms of absolute size. However, China is the true star of the region” – Claudia D’Arpizio (Bain & Co. Analyst) China: the luxury market for present and future While the high-end luxury goods market is stagnant or decelerating for many brands across developed Western markets, the Asian region is accelerating at a breath-taking pace. While many luxury brands focused on European or American market may be recovering from the Christmas bonanza, those within Asia, especially in China cannot rest. The Chinese New Year is around [Read Story]

Does competitive intelligence help improve the bottomline? (Part 1)

Does competitive intelligence help improve bottomline? This post answers this question based on one of our recent research studies.

Luxury brands in recession: Developing a better value proposition and luxury brand strategy

Commenting on my last post on ‘luxury value propositions‘, Mostafa Huga and Thangaraj asked a very pertinent question, ‘how should managers’ build a better value proposition and a marketing strategy for luxury brands in recession?’ Brand management is extremely crucial for luxury industry in customer retention and keeping consumers loyal. Focusing on value propositions can help managers not only in building a better corporate branding strategy but also a good customer relationship management campaign.

As I stated in my earlier blogs (Managing luxury brands in recession) and (Gucci’s response) that managers need to continuously focus on [Read Story]