Aesthetics and Ephemerality: Observing and Preserving the Luxury Brand
探讨奢侈品牌的价值维度，区分不同类型，提出分类框架，帮助企业理解管理挑战，并讨论大众品牌向奢侈品牌迁移的策略。
While luxury brands are one of the most profitable and fastest growing segments of the brand pantheon, they are the least understood. There is no established definition as to what a luxury brand is; no clear understanding of the value dimensionality of luxury brands; and no rigorous conceptualization of the different types of luxury brands. They are generally treated as homogenous. Little wonder the management of these brands is shrouded in mystery. This article explores the value dimensionality of luxury brands, differentiates among luxury brands, and proposes a typology to help firms understand the managerial implications and challenges of each type. All luxury brands are not the same-they can mean different things to different people or even different things to the same people, which makes target marketing of luxury brands both difficult and important. This also means that they react differently to each other both in times of economic prosperity and in downturns. This article also explores strategies for migrating mass-market brands into luxury brand markets.