Luxury brand refers to the brand serving for luxury goods. It is the highest level brand in the brand classification. In life, luxury brands enjoy a very special market and high social status. In commodity classification, the corresponding luxury goods are mass goods. Luxury goods are not only goods that provide use value, but also goods that provide high added value; luxury goods are not only goods that provide tangible value, but also goods that provide intangible value. For luxury goods, its intangible value is often higher than its visible value.
1. A symbol of wealth
The brand charm of luxury brands is rich and luxurious. Luxury comes from the Latin word "lux". Therefore, luxury goods should be shiny, bright and enjoyable. Luxury conveys this through its brand visual identity system. From the sociological point of view, luxury goods are the goods of the aristocracy. It has status, status and privilege. It is the representative of noble image. Nowadays, although the society is democratizing, people's "view of wealth" has not changed. Luxury brands can meet people's instinctive needs.
In the eyes of Western consumers, the British "Rolls Royce" car has the symbol of noble car. In 1925, the super long phantom was chosen by the queen of England as a special car and used as a road car to receive foreign heads of state. Since 1875, the Cuban "Romeo" brand, which specializes in supplying cigars to the UK, has created the Churchill model with the length of 7.48, which is the favorite cigar of the Prime Minister of Churchill. It is also a world-famous cigar. Therefore, it can be said that the "rich" element is the core value of luxury brands.
2. Show beauty
Luxury goods must be the most beautiful goods. No matter how many kinds of aesthetic consciousness people have, there is only one kind of luxury, that is, "praise when you see it". The products served by luxury brands must be "the most advanced". This "highest level" must be reflected one by one from appearance to quality. The high quality of luxury goods should be visible. It is because people admire its beauty and luxury that it can bring glory to its owner. Therefore, luxury goods should provide more "visible value" - to make people look good. Those who buy luxury goods are not pursuing practical value at all, but pursuing the "best" feeling of all mankind.
"Jiang shidanton" wristwatch is so; "Dior" fashion is also so. Born in Paris in 1847, "Cartier" jewelry not only represents class, wealth, nobility and taste, but also a symbol of beauty and eternity. Italy's "Bulgari" jewelry brand first followed the rigorous style of French academic school, but in 1934, it combined the essence of Greek and Roman classicism, and joined the form of Italian Renaissance and 19th century Roman goldsmith school to gradually deduce its own unique luxury classic. Therefore, products without aesthetic enjoyment are not luxury goods.
3. Personalization
Luxury brands are always proud of themselves. They constantly set up a personalized banner and create their own highest level. "Mercedes Benz" pursues top quality, "BMW" pursues driving pleasure, "Rolls Royce" pursues manual building, "Ferrari" pursues sports speed, and "Cadillac" pursues luxury and comfort. They are masters of their own minds and show their own abilities. It is because of the individuation of the goods that the reason for people's purchase is created. Just because the individuation of luxury goods is very different from the mass goods, it shows its noble value.
France's "Lafite" wine, in the 14th century has been quite famous. At that time, it not only needs 10 years of storage and aging period, but also the marine climate, gravel soil and the average age of 40 years of grape trees in Bordeaux area, making its flavor fragrant, mellow, delicate and different. In 1985, Christie's auction house in London sold a bottle of 1787 annual "Lafite" wine, with a transaction price of $160000, making it the most expensive wine in the world. We see that luxury goods often create a unique form of goods. Personalization makes them different.
4. Specific positioning
Luxury brand is very specific, it can not be easily extended and used. The so-called brand positioning specificity refers to that the brand only serves for a certain product or a certain kind of product, and the brand classification level cannot be changed. Luxury brand can not make the marketing strategy of mass brand. It's hard to see that a luxury brand is used across multiple industries and has achieved the same success. Brand diversification itself is a big taboo of brand management. We know that "Pierre Cardin" clothing has not been a real luxury since it began to popularize franchise production in the 1960s.
"I'm an adventurer like James Bond," Mr. Pierre Cardin once said In this way, the fashion master not only bought Maxim restaurant, but also extended the brand to the wine industry to produce a batch of "Pierre Cardin" wine, which failed. Marketing has rules, if "BMW" dare to launch a shampoo, it will certainly make a smile. Therefore, it is a very difficult task for luxury brands not to change the nature of the brand, maintain the positioning and adhere to the value.
But in fact, the real luxury brands have a deep foundation. Some luxury brands have existed for hundreds of years. After a long time of testing, its main products have been deeply rooted, at this time, more products will naturally be derived. Dior Dior, fozens, Louis Vuitton, Louis Vuitton
Brands such as Geary & Doney have crossed different industries.
5. Public sense of distance
As a luxury brand, it must create a sense of elation. It is the mission of luxury brand marketing to make most people feel unreachable. In terms of market consumption positioning, luxury brands serve a small number of "rich people". Luxury consumers are more reluctant to use a commodity that everyone has. Therefore, in order to maintain the superiority of the target customers, we should make the public have a sense of distance from them. Distance produces beauty. Luxury brands should constantly set up barriers to consumption, and keep away from mass consumers. The charm of luxury brands lies in the huge contrast between the people who know the brands and the people who actually own them.
The common way to create "mass distance" is to raise the price threshold, adopt the ultra-high pricing strategy, and make people feel ashamed through the extremely high price. A 9-meter-long "Cadillac" car costs 600000 US dollars, about 5 million yuan; the lowest price of the popular "Rolls Royce" phantom car is 460000 US dollars; the top Ferrari Enzo costs 650000 US dollars and can't be bought in line. So for most people, luxury brands can only be "dream" brands.
6. Historical reputation
Historical reputation is an important connotation of luxury brand. The cultural value of luxury brands is very high. The cultural value of brand mainly comes from its historical reputation. The longer a product's history is, the richer its cultural connotation will be.
From the perspective of brand traceability, the brand is by descent. British "Chivas" whisky came from the Chivas brothers in Aberdeen, Scotland in the 19th century; Chinese "Maotai" liquor evolved from the "Lai" family in Maotai, Guizhou. In 1929, a man named Lai Yongchu inherited the brewing method of "Goujiang wine" from the reign of Emperor Wu of Han Dynasty in 135 A.D. in Maotai Town, and built the later famous "Hengchang Shaofang", which was the first Maotai wine with brand name. China's "Dahongpao" is known as "tea of the emperor", because in ancient times, a student went to Beijing for an examination and was in critical condition at the foot of Wuyi Mountain on the way. Fortunately, monks rescued him with temple tea and he was the number one scholar in senior high school. The queen has abdominal distension and pain again, and the royal doctor has no skill. The champion offered tea, and the queen was as well as before after drinking it. The Emperor gave the tea tree a "red robe", so the tea tree was immediately worth hundreds of times. Therefore, we realize that the quality of a luxury product is not enough. We must tell more brand stories.
7. Top quality representative
In terms of production management, luxury goods are "top quality" products manufactured by "precious raw materials" and "mysterious crafts". Rolls Royce's founders, rolls and Royce, are known as the perfect combination of "the most advanced material provider" and "the most advanced technology applicator". They only use the best leather from Scandinavia and the best walnut from the Italian highland forest of Lombard, and they only use pure handcraft to make car interiors. Swiss "Earl" watch comes from 1874. In the 1960s, it was the first to use black agate, turquoise, lapis lazuli and other colored gemstones as the surface, known as "master of table jewelry". In the 1980s, it made one of the world's most expensive men's earth and stone wristwatches, which used 154 grams of platinum, 296 diamonds, and a blue diamond with a shining weight of 3.85 carats, with a total value of 3.5 million Swiss francs. Therefore, we can say that luxury is "raw materials decide everything". Today, luxury is not only the synonym of traditional exquisite craftsmanship, but also the representative of the top products made by it.
In a word, generally speaking, luxury brands contain seven characteristics: rich brand image, perfect appearance, distinctive uniqueness, abiding by value, historical reputation, super high price and top quality performance.
