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“Here lies the difference between luxury and premium. People buying premium or even super-premium cars like to justify every dollar by a return on investment. Premium means pay more, get more in functional benefits. Luxury is elsewhere: it signals the capacity of the buyer to transcend needs, functions, or objective benefits. This is how luxury brands are different from premium or super-premium brands: beyond the experience they bring creative power, heritage and social distinction.”
― The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands
― The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands
“Because in order to deliver their benefits, their financial value, they need to work in conjunction with other material assets such as production facilities. There are no brands without products or services to carry them.”
― The New Strategic Brand Management: Advanced Insights and Strategic Thinking
― The New Strategic Brand Management: Advanced Insights and Strategic Thinking
