Luxury brands operate in a carefully curated, niche marketplace. While luxury brands want to appeal to everyone, they are usually priced for a select few. The exclusivity is part of the price tag, as are quality, uniqueness, and refinement. Luxury brands spend a great deal of time and effort honing their brand's image to reflect these concepts. But once the product or service is available to the public, how much control do companies have over the way a luxury brand is perceived?
Luxury brands can have a great deal of infuence over how their brand is viewed. However, to successfully maintain that carefully manicured identity, it requires effort on the part of the brand owner. Here are a few ideas for luxury brands to consider that can help influence how a brand is perceived in the marketplace:
1. Perception. Luxury companies want to ensure that their brand is perceived to be indicative of status, refinement, and taste. This task is difficult to achieve alone, but working with an experienced branding agency may help get your product in the hands of tastemakers and style icons.
2. Context. This is just as important as perception. Think about where your product appears, such as in films or magazines, and where and how it is being promoted. Work with your agency to develop a brand strategy that ensures your product is viewed in the proper context to best deliver your brand's message.
3. Purchasing. When a customer has decided to purchase your product or service, make sure your brand's message of exclusivity and quality is maintained throughout the purchasing experience. This includes the environment in which the product is sold, the design of the web site if someone is purchasing (or even browsing) online, the level of customer service, and the quality of the packaging.
Using carefully controlled marketing tactics, there are many ways for luxury brands to influence how their brand is perceived in the marketplace. Working with an experienced agency can help your brand maintain an image of refined excellence wherever it is encountered.
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Richard Pandiscio is the Principal at Pandiscio, Co., a leading brand creative and boutique design agency specializing in luxury real estate branding, marketing design, and advertising based in NYC.
View the business profile for Pandiscio Co. in the OPEN Forum Connectodex.