Luxury Brand Marketing: The globalization of luxury brand cults

This publication takes the professional marketer on an exciting journey into the world of luxury goods and services. It considers some of the ways in which the luxury industry has been disrupted along with opportunity analysis of a rapidly expanding Asian, African and international market. It incorporates both conventional and modern practices, for example: Whereas price is directly linked to the perception of quality and luxury, this is not to say that all luxury items or services comply strictly with other elements as described in the above definition. For example in certain market segments, if a luxury brand simply attaches their label to an ordinary product and then raises the price, the perception of luxury occurs, regardless of the fact that a significant difference in quality is absent. Further discussion is also prompted by the issue of relativity, which is a key factor in the attempt to provide a global definition for luxury. A combination of economic and social factors define various segments of luxury products. Due to many factors such as income disparity and cultural values, it would be inaccurate to make any assumptions especially when relativity is discussed.

This is both a practical and academic guide, suitable for a variety of audiences, including researchers and practitioners.