THE CONCEPT OF LUXURY BRANDS
I – LUXONOMY
The Basic Definition of Luxury
The Necessity-Luxury Continuum
The Relativity of Luxury
General Perspective for the Definition of Luxury
The Major Understandings of Luxury by Area of Research 3.4.
The Philosophical-sociological Understanding of Luxury 3.5.
The Micro-economic Understanding of Luxury: Luxury Goods 3.6.
The Managerial Understanding of Luxury: Luxury Products 3.7.1.
Areas of Research
Scope of Luxury
Limiting the Scope of Luxury
3. Luxury Products
4. Luxury Brands
II – HANDBOOK
Characteristics of Luxury
Luxury Marketing Mix
Heine, K. (2011) The Concept of Luxury Brands. In: Luxury Brand Management, No. 1, ISSN: 2193-1208, Technische Universität Berlin, www.conceptofluxurybrands.com.
Paper about the Definition and Categorization of Luxury Products and Brands consisting of a Taxonomy of Luxury and a Handbook for the Creation of Luxury Products and Brands This paper defines both luxury products and brands and also distinguishes similar concepts such as premium and masstige and differentiates between major types of luxury products and brands such as accessible vs. exceptional luxury products and connoisseur vs. star brands. In that way, it should create a better understanding of what actually constitutes luxury products and brands, and thus should be useful for both researchers and managers within the field of luxury brand management.
As luxury is constantly on the move, this paper will be constantly up-dated. Therefore, please feel free to send me your feedback and ideas. The latest publication can be foundhere and previous publications below.
According to its objectives, the paper is split into the following two major components:
Taxonomy of Luxury: The tasks of distinguishing between luxury and non-luxury and of categorizing luxury into different types reminds one of the work of taxonomists, who try to order organisms into groups based on their similarities and differences. The classification of organisms is not that simple, not only because of their vast variety, but also because boundaries between species are diffuse. However, similarly to the taxonomy of organisms, the taxonomy of luxury should provide a definition of "luxury products" and "luxury brands" that, for any products and brands, allows one to decide as best as possible if they are part of what is meant by these terms. In addition, the taxonomy should give an overview of the major types of luxury products and brands, as well as of similar concepts.
Handbook for the Creation of Luxury Products and Brands: For mankind, classification had to be carried out from the very beginning, because the accurate identification of food, predators, mates, fuel, building materials etc. was crucial to survival. This demonstrates that classification also leads to a better understanding about the objects of investigation. Besides their value in the classification of luxury, the characteristics of luxury products and brands thus also help to develop an understanding about how they are actually created. As this is a distinctive area of application, the explanations about their characteristics are consolidated in a separate part of the paper, which should serve as a handbook for the creation of luxury products and brands.
PART I - LUXONOMY
The task of distinguishing between luxury and non-luxury and of categorizing luxury into different types is reminiscent of the job of taxonomists, who try to order organisms into groups based on their similarities and differences (Stace 1991, p. 5). "Taxonomy" is more generally used today for classifications of any types of objects of investigation, including, for instance, shopper motivations (Westbrook and Black 1985), vehicles (Pirotte and Massart 2004, p. 2) and luxury...
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