Paurav Shukla – a globally renowned expert in the field of Marketing, Branding and Luxury …

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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 kind of luxury marketing activity - exhibitions in prominent museums. For example, “Inspiration Dior” exhibition at the Pushkin Museum, Moscow; “Culture Chanel” at the Museum [Read Story]

Consequences of consumer confusion

[podcast]http://www.pauravshukla.com/podcast/consumerconfusion1.mp3[/podcast] As stated in my earlier post 'antecedents to consumer confusion', I shall focus on consequences of consumer confusion in this post. The earlier post [Read Story]

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Luxury consumption: will it really be affected by recession?

The talk of medium-term recession is in the air. The mainstream media everyday reports so many gloomy results on various fronts that reading a newspaper in the morning makes the breakfast an undesirable event at times. One of my friends has just told me she has actually stopped eating breakfast, for the reason being the prices of food products have gone drastically up and it’s getting harder to make ends meet.

Consumers consume products to satisfy two major needs, namely, (a) utilitarian needs: basic needs such as food, thirst, shelter etc. and (b) hedonistic [Read Story]

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Should luxury brands use twitter?

Recently, I came across an article which focused on “15 reasons [why] luxury brands must be on twitter”1. When I started reading those 15 reasons, it got me a bit worried. I was unsure as to if any of those reasons really had a merit for a luxury brand. Like most academics, when I read lists like these, I generally tend to do what academics do first. Research – to find out the scientific basis for such list. Funny enough I came across a recent study carried out by an analytics company in the US, called Pear Analytics2. The study [Read Story]

What goals do you strive for?

Recently I was listening to the book 'Drive' by Daniel Pink wherein the author discusses how the present day motivational philosophy of focused on rewards and punishment falls short in today’s environment. While listening to the book one of the interesting concepts I came across was the idea of ‘performance goals’ vs. ‘learning goals’. Performance goals are fairly easy to set-up but they do not motivate most people. They are related to extrinsic motivation and social prestige. For example, a sales executive who sets him/herself a daunting sales target to show is very much a performance goal. Carol Dweck, a [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 kind of luxury marketing activity – exhibitions in prominent museums. For example, “Inspiration Dior” exhibition at the Pushkin Museum, Moscow; “Culture Chanel” at the Museum of Contemporary Art Shanghai; and Louis Vuitton “Voyages” exhibition in the National Museum of China. This exercise bags a question as to can this create a win-win situation for luxury brands and museums? In the following paragraphs, I shall share my views on marketing luxury brands through exhibitions.

 

A win-win situation [Read Story]

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