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Berlin, 2012. - 100 p.Luxury brands have spent decades, and sometimes centuries, cultivating the perfect mix of authenticity and prestige to remain successful among their peers. Klaus Heine analyses how this balance of authenticity and prestige can teach other brands invaluable lessons for their marketing strategy.
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The Concept of Luxury Brands Klaus Heine The Taxonomy of Luxury: Definition and Categorization of Luxury Products and Brands Handbook for the Creation of Luxury Products and Brands: The Code of Luxury and the Luxury Marketing-Mix Edition 2, 2012 __________________________________________________________________________________________ Imprint Heine, Klaus (2012) The Concept of Luxury Brands, www.conceptofluxurybrands.com. Edition: 2 ISSN: 2193-1208 Editing & Review: Bartek Goldmann & Kate Vredenburgh Cover page: Kevin Duggan EMLYON Business School, Markets & Innovation department, 23 Avenue Guy de Collongue, 69134 Écully cedex, France, Tel: +33.4.78.33-70.20, Fax: +33.4.78.33-79.26 Technische Universität Berlin, Marketing department, Steinplatz 2, 10623 Berlin, Germany, Tel: +49.30.314-222.66, Fax: +49.30.314-22.664 Copyright by Klaus Heine. All rights reserved. Apart from any fair dealing for the purpose of research or private study, or criticism or review, no part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording, scanning, or by any information storage or retrieval system, without permission in writing from the author. __________________________________________________________________________________________ Heine – The Concept of Luxury Brands II __________________________________________________________________________________________ Contents Overview A. The Taxonomy of Luxury ........................................................................... 9 A.I. Introduction: Luxury is Anything and Nothing ............................................ 9 A.II. Conceptual Foundations........................................................................... 15 A.III. Luxonomy: The Definition and Categorization of Luxury ........................ 40 B. Handbook for the Creation of Luxury Products and Brands ...................... 38 B.I. Characteristics of Luxury Products: The Code of Luxury ........................... 72 B.II. The Luxury Marketing-Mix ....................................................................... 81 C. References ............................................................................................... 89 __________________________________________________________________________________________ Heine – The Concept of Luxury Brands III __________________________________________________________________________________________ Contents A. The Taxonomy of Luxury .................................................................................................. 9 A.I. Introduction: Luxury is Anything and Nothing ................................................................ 9 A.II. Conceptual Foundations ................................................................................................ 15 A.II.1. Types of Definitions and Theories of Categorization .............................................. 15 A.II.1.1. Benefits and Limitations of Definitions .......................................................... 15 A.II.1.2. Types of Definitions ........................................................................................ 17 A.II.1.2.1. Intensional vs. Extensional Definitions ................................................. 17 A.II.1.2.2. Real vs. Nomina