Masstige Brand Positioning
OBJECTIVE:
The objective of this study is to verify the positioning of the new luxury brands in relation to traditional luxury brands and middle range brands, and to draw implications for both academics and practitioners. In other words, to show that in terms of perceived prestige new luxury brands are substantially closer to traditional prestige brands than middle-range brands. In terms of price, however, they are substantially closer to middle-range brands than traditional luxury brands.
INTRODUCTION:
A masstige positioning strategy is viewed as very innovative and effective because it combines a successful prestige positioning with a broad appeal but with little or no brand dilution. Such a strategy has made some of the new luxury brand owners the largest firms in their industry in terms of revenues. Traditional Traditional Luxury Brands Luxury Brands
New Luxury Brands
New Luxury Brands
Middle-Range Middle-Range Brands Brands
Perceived Prestige Price
As shown by Figure, in terms of perceived prestige, new luxury brands are substantially closer to traditional prestige brands than middle-range brands. In terms of price, however, they are substantially closer to middle-range brands than traditional luxury brands.
In the marketing battle for share of the middle-class wallet, the front runner is a new category of products and services - 'Masstige'. Call it a premium-mass or more literally, a combination of mass market and prestige brands, but it is fast finding favour with consumers who have aspirational tastes, but down-to-earth value-consciousness.
It's a strategy that enabled Motorola to create a growing niche in a market dominated by Nokia. It's the inspiration behind Vijay Mallya's shot at the red-hot civil aviation market with
The objective of this study is to verify the positioning of the new luxury brands in relation to traditional luxury brands and middle range brands, and to draw implications for both academics and practitioners. In other words, to show that in terms of perceived prestige new luxury brands are substantially closer to traditional prestige brands than middle-range brands. In terms of price, however, they are substantially closer to middle-range brands than traditional luxury brands.
INTRODUCTION:
A masstige positioning strategy is viewed as very innovative and effective because it combines a successful prestige positioning with a broad appeal but with little or no brand dilution. Such a strategy has made some of the new luxury brand owners the largest firms in their industry in terms of revenues. Traditional Traditional Luxury Brands Luxury Brands
New Luxury Brands
New Luxury Brands
Middle-Range Middle-Range Brands Brands
Perceived Prestige Price
As shown by Figure, in terms of perceived prestige, new luxury brands are substantially closer to traditional prestige brands than middle-range brands. In terms of price, however, they are substantially closer to middle-range brands than traditional luxury brands.
In the marketing battle for share of the middle-class wallet, the front runner is a new category of products and services - 'Masstige'. Call it a premium-mass or more literally, a combination of mass market and prestige brands, but it is fast finding favour with consumers who have aspirational tastes, but down-to-earth value-consciousness.
It's a strategy that enabled Motorola to create a growing niche in a market dominated by Nokia. It's the inspiration behind Vijay Mallya's shot at the red-hot civil aviation market with