Characteristics of luxury brands

The brand charm of luxury brands is rich and luxurious. Luxury comes from the Latin word "Lux". Therefore, luxury goods should be shiny, bright and enjoyable. Luxury goods convey these contents through their brand visual identity system. From a sociological point of view, luxury goods are goods of the aristocratic class. It has status, status and superior privileges. It is the representative of noble image. Although the society is democratizing now, people's concept of wealth has not changed, and luxury brands can just meet people's instinctive needs.

In the eyes of western consumers, British Rolls-Royce cars have the symbol of aristocratic cars. 1925 introduced the Phantom, which was selected by the Queen of England as a special car and used as a road bus to receive foreign heads of state. From 1875, Cuba's "Romeo" brand has been exclusively supplying cigars to Britain, and later created the "Churchill" model, which is Prime Minister Churchill's favorite cigar length (7.48) and has long been a world-famous cigar. Therefore, it can be said with certainty that "wealth" is the core value of luxury brands.

Show beauty

Luxury goods must be the most beautiful goods. No matter how many kinds of aesthetic consciousness people have, there is only one kind of luxury, and that is "praise when you see it." The products served by luxury brands must be "the most advanced". This "highest state" should be reflected from appearance to quality. Luxury should be visible. It is precisely because people marvel at its beauty and luxury that it can bring glory to its owner. So luxury goods should provide more "visible value"-make people look good. People who buy luxury goods are not pursuing practical value at all, but pursuing the "best" feeling of all mankind.

"Vacheron Constantin" watch is like this; The same is true of Dior fashion. The "Cartier" jewelry, which was born in Paris from 65438 to 0847, not only represents class, wealth, nobility and taste, but also symbolizes beauty and eternity. Italy's "Bulgari" jewelry brand initially followed the rigorous style of French academic school, but in 1934, it merged the essence of Greek and Roman classicism, and in19th century, it joined the Italian Renaissance and Roman goldsmith school, and gradually deduced its own unique luxury classic. Therefore, products without aesthetic enjoyment are not luxury goods.

Personalized

Luxury brands are often proud of themselves, they constantly erect the banner of personalization and create their own highest realm. Mercedes-Benz pursues top quality, BMW pursues driving pleasure, Rolls-Royce pursues manual construction, Ferrari pursues sports speed and Cadillac pursues luxury and comfort. They are all masters, each showing his abilities. It is precisely because of the individualization of goods that people create reasons for buying. It is precisely because the individualization of luxury goods is very different from mass goods that it shows its noble value.

French "Lafite" wine was quite famous in14th century. At that time, it not only needed a storage period of 10 years, but also the maritime climate, sandy soil and grapes with an average age of 40 years in Bordeaux made its flavor fragrant and delicate. A bottle of "Chateau Lafite" produced in 1787 was sold at Christie's in London 1985, and the transaction price was160,000 US dollars, making it the most expensive wine in the world. We see that luxury goods often create unique commodity forms. Personalization allows them to take the lead.

Location specificity

Luxury brands are very exclusive and cannot be easily extended and used at will. The so-called brand positioning specificity means that the brand only serves a certain product or a certain type of product, and the brand classification level cannot be changed. Luxury brands can't do the marketing strategy of mass brands. It is difficult for us to see a luxury brand being used across multiple industries and achieving the same success. Brand diversification itself is the taboo of brand management. We know that "Pierre Cardin" clothing has not been a real luxury since it was customized, popularized and authorized in 1960s.

Mr. Pierre Cardin once said, "I am an adventurer like James Bond (the British agent code-named 007 in the movie)." In this way, the fashion master not only bought Maxim's restaurant, but also extended his brand to the wine industry, producing a batch of "Pierre Cardin" wines, which failed. Marketing is regular. If BMW dares to launch a shampoo, it will definitely make people laugh. Therefore, it is very difficult for luxury brands not to change the nature of the brand, not to maintain the brand positioning and not to abide by the brand value.

But in fact, real luxury brands have a deep foundation, and some luxury brands have existed for hundreds of years. After a long test, its main products have been deeply rooted in the hearts of the people, and it is natural to derive more products at this time. DIOR Dior, Fozens Fu Ying and Louis Vuitton all span different industries.

Public's sense of distance

As a luxury brand, we must create a feeling of sighing at the ocean. Making most people feel unattainable is the mission of luxury brand marketing. In terms of market consumption orientation, luxury brands serve a few "rich people". Luxury consumers are even more reluctant to use a commodity that everyone has. Therefore, in order to maintain the superiority of the target customers, it is necessary to make the public feel distant from them. Distance produces beauty. Luxury brands should constantly set up consumption barriers to keep the mass consumers out. There is a huge contrast between those who know the brand and those who actually own it, which is the charm of luxury brands.

The common method to create a sense of "public distance" is to raise the price threshold and adopt ultra-high pricing strategy to make people feel ashamed through extremely high prices. The price of a 9-meter-long Cadillac is $600,000, which is about RMB 5 million. The lowest price of the popular "Rolls Royce" phantom car on the market is also $460,000; The top Ferrari Enzo is priced at 650,000, and it can't be bought in line. So for most people, luxury brands can only be "dream" brands.

Historical reputation

Historical word of mouth is an important connotation of luxury brands. Luxury brands have high cultural value. This cultural value of the brand mainly comes from its historical reputation. The longer the history of a product, the richer its cultural connotation will be.

From the perspective of brand traceability, brands have blood. The chivas regal whisky in Britain comes from the chivas regal brothers in Aberdeen, Scotland in the19th century. China Moutai evolved from Lai family in Maotai Town, Guizhou Province. 1929, a man named Lai Yongchu inherited 135 the brewing method of "gourd sauce wine" in the period of Emperor Wu of Han Dynasty, and built the later famous "Heng Chang Burning House", which was the earliest famous brand Moutai. China's "Dahongpao" is called "the tea of emperors", because in ancient times, a student went to Beijing to catch the exam, and his life was dying on the way under Wuyi Mountain. Fortunately, the monk saved him with temple tea and won the first prize in high school. When the queen had abdominal distension and abdominal pain, the physician did not operate. The champion offered tea, and the queen was still fine after drinking it. The emperor gave the tea tree a "red robe", so the tea tree was worth a hundred times. From this, we realize that it is not enough for a luxury to have quality, and more brand stories must be told.

Top quality representative

In production management, luxury goods are "top quality" products made of "precious raw materials" and "mysterious craftsmanship". The founders of rolls royce, Rauls and Royce, are called the perfect combination of "top material suppliers" and "top technology users". They only use the best cowhide from Scandinavia and the best walnut from the forest in Lombardy, Italy, and only make car interiors by hand. The Swiss "Count" watch comes from 1874. In 1960s, colored gems, such as black agate, turquoise and lapis lazuli, was first used as the surface, and was known as the "master of watch jewelry". In the 1980s, it made the most expensive earth-rock watch for men's wear in the world, using154g platinum, 296 diamonds and a beautiful blue diamond with a shining weight of 3.85 carats, with a total value of 3.5 million Swiss francs. Therefore, we can say without hesitation that luxury goods are "raw materials decide everything". Today, luxury goods are not only synonymous with traditional exquisite craftsmanship, but also the representative of top products made by them.

Generally speaking, luxury brands include rich brand image, perfect appearance, distinctive uniqueness, abiding by value, historical reputation, ultra-high price and top quality and performance.