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Luxury Brand Development, Management and Internationalisation. Dr. Satyendra Singh Professor, Marketing and International Business University of Winnipeg, Canada s.singh@uwinnipeg.ca www.uwinnipeg.ca/~ssingh5. The Concept of Branding: Add value first.

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luxury brand development management and internationalisation

Luxury Brand Development, Management and Internationalisation

Dr. Satyendra Singh

Professor, Marketing and International Business

University of Winnipeg, Canada

s.singh@uwinnipeg.ca

www.uwinnipeg.ca/~ssingh5

the concept of branding add value first
The Concept of Branding:Add value first

Commodity Goods Service Experience

1₡-2₡ 5₡-25₡ 75₡-$1.5 $2-$2.50

Then we’ll do positioning, pricing, branding and communication around the value proposition.

sources messages of value to the brands
Sources (messages) of value to the brands
  • Mercedes  Engineering, sophistication and safety
  • MBW  engineering and driving
  • Nike  Performance
  • Starbuck  Best coffee experience
  • FedEx  Overnight
  • Harvard  Leadership skills
  • MIT  engineering and management
  • 3M Innovation
  • Luxury Dream!! Which dream?
  • You can brand anything  e.g. water, yourself…
the luxury the desire
The Luxury: The Desire

You pay $5000

Limousine ride, hovering photographers

red carpet, 4 hysterical fans… Can you imagine?

characteristics of luxury brand
Characteristics of Luxury Brand

Dream a dream with value

Create exclusive club

Functional  Given

Exchange  Last long, can outlive you

Emotional  You adore it, source of joy

Mythical  There is something about it

Ethical  Links to social responsibility

Identity  Convey something about you

brand content
Brand Content

To sustain brand image

To be the leader, set trends

↑ functional and emotional value

How do we do it

Educate customers  History and heritage

Interviews, fashion shows, manufacturing process

Link brand to community

Show social responsibility

Gucci (mrf process), Chloé (fashion show)  www

brand identity
Brand Identity

Levis  Jeans with distinctive labels

Missoni Knitted fabric in a special way

Toblerone Chocolate, red/yellow packaging

Tod’s Moccasins (shoes made from deerskin

very soft, single piece of leather

Ferrari  Red automobile

LOGOS play important role in forming brand identity

luxury brand and social responsibility
Luxury Brand and Social Responsibility

Nike  Just do it  Surpass your determination

Mont Blanc  UNICEF

$10,000 for a dinner ticket

Rich compete to donate!

Singer Bono’s brand in Africa

luxury customization rich like it
Luxury Customization – Rich like it

Product

LV : choose colour and material

Point of delivery

Bring receipt to customer, engrave their name

Shopping experience

Assistance to old people, spl invitation, discount

Customization online  Online interaction

Shop with a friend  live video chat assistance

Sales $20m  $60m

online product display
Online Product Display

50% of luxury brands are online now

Virtual mannequins  360 degree pictures

iSmell software  You can smell the product on your computer

10cs of luxury fashion online marketing
10Cs of Luxury Fashion Online Marketing

Customer value  Satisfaction

Convenience

Cost

Communications  Faster and targeted

Computing  Able to track online

Customer franchise  Trust, live assistance

Customer care

Community  Social network

Content

Customization

luxury logos simple
Luxury Logos  Simple

Japanese like logos  more space for logos

Europeans do not like logos on tie; US ok

Icon  apple

Indices  relationship (smoke means fire)

Symbols  Ambiguous (Lion on Venice flag)

Numbers, animals, initials, monograms,…

luxury brand hinge
Luxury Brand Hinge

North European  Classical type

Clear lines, contours, saturated colours, closed… shape, entirely visible

Jil Slander, Ikea, Helmut Lang, BMW

USA  Calvin Klein, Donna Karan

Mediterranean Brands  baroque type

Criss-cross, open, exaggeration, line shadows…

Loewe, Ferragamo, Doice and Gabbana, Rubell, Majorica, Lamborghini, Versace, RonertoCavelli

internationalisation luxury brand
Internationalisation: Luxury Brand

① Create brands visibility  awareness,

Expand product line, men  women

② License abroad 1st perfume then fashion

↑ advt for perfume ↑ brand awareness

③ Open flagship stores in big cities abroad.

Balance Merchandise bw COS & franchisee

④ Buy back franchisee. Get new balance.

internationalisation by brands
Internationalisation by Brands

LV  USA, Germany, Italy, Spain

Burberry, Prada  China

Audi  China: Chinese officials, made-in-China

Hermés  Shang Xia

international luxury brand management
International Luxury Brand Management

Brand development

Initially one product line extensive variety and colour

Brand registration

Register brand in few countries first

$2,000 - $3,000 per brand (lawyer fee, tax…)

If target 100 countries  $200,000 - $300,000)

Registration renewal

Show proof of usages, or counterfeit operator

Usually 20%-30% brands need renewals

brands become international when
Brands Become International When

$50m sales are reached

50% of public knows the logo

New category is developed successfully

No longer advertisement is needed to sell

Brand outlives investor eg, 3rd generation

Brand is present in USA, Europe and Asia