Paurav Shukla

PauravShukla.com (Marketing, Research, Luxury, Branding and more...)
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Luxury brand LVMH at China National Museum

Luxury marketing: exploiting the heritage code of luxury brands

Sunday, 10 July 2011 by Paurav Shukla

Marketing luxury brands is significantly trickier than regularly purchased brands. In this regards, many luxury brands from Europe seem to be stepping up a new kind of luxury marketing activity – exhibitions in prominent museums. For example, “Inspiration Dior” exhibition at the Pushkin Museum, Moscow; “Culture Chanel” at the Museum of Contemporary Art Shanghai; and

You may also want to read these posts...

  • Synthetic diamonds are forever too, or are they!
  • They are not all same (Part 2): Differences in Asian Luxury Consumption
  • They are not all same (Part 1): how Asian consumers differ in their luxury consumption – case of India
  • Published in Blog, Luxury marketing
Tagged under: Brand, branding, dior, Frida Giannini, Kate Middleton, Louis Vuitton, Luxury brands, Luxury good, Luxury marketing, Museums, National Museum of China, Pushkin Museum
Luxury branding: barbie jewellary

Luxury branding: back to basics

Thursday, 19 May 2011 by Paurav Shukla

When using luxury brands consumers make a subtle claim that they are special, different and at the very forefront of social trends. Therefore, creating a fit between the social trends and keeping up with them is one of the critical strategic issues for all luxury brands. However, with mass-market brands gradually upgrading their appearance, strategic

You may also want to read these posts...

  • Wooing Indian luxury alcohol brand consumers
  • Event Invitation: Beyond Bling: The role of conspicuous consumption in today’s society
  • What is your Chinese New Year luxury strategy?
  • Published in Blog, Luxury marketing
Tagged under: Anna Sui, Brand, Business, Facebook, Louis Vuitton, luxury branding, Luxury good, Luxury marketing, Market Research, Marketing and Advertising

Is the investment on brand origin and brand image worth it? Case of luxury brands

Sunday, 16 January 2011 by Paurav Shukla

While luxury brands spend significant amount of budget on branding, there is no empirical evidence as to is the investment really paying off from consumers’ perspective. This articles explores the influence of luxury brand origin and brand image on consumer decision making for luxury brands.

You may also want to read these posts...

  • What is your digital value strategy?
  • “Naming and shaming obesity, not the person”: negative attitudes towards obesity leads to eating healthily but diet plans may backfire
  • Make them ‘buy now’: How to make users comfortable in buying through your website?
  • Published in Blog, Luxury marketing
Tagged under: Brand, brand image, brand origin, Business, India, Louis Vuitton, Luxury good, Luxury marketing, LVMH, marketing, Marketing and Advertising, Patek Phillipe, United States, watches

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Latest mass media appearances

  • Escaping the 'wild swings' of the stock market: Why Elon Musk should take Tesla private
    Taking Tesla private may work for Musk and retain the luxury brand image.
  • How brands that disguise their origins do damage to their bottom line
    When brands try to disguise their origin and are found out later on, it can have a significant impact on their bottom-line.
  • Why Elon Musk should take Tesla private
    Taking Tesla private may help retain the luxury image of the brand in consumers' minds.
  • Researchers find ad campaigns effective in cutting alcohol-fueled sexual advances
    Research by Prof. Shukla has shown than publicity campaigns can help combat alcohol-fueled sexual contact.
  • NewsWeek - Why the perceived value of lab-made diamonds is on the up
    Although synthetic, lab-made diamonds are similar in quality to natural ones.
  • Business Insider - Lab-made diamonds are posing threat to the natural ones
    Lab-made, synthetic diamonds are becoming increasingly similar in quality, cut, and clarity to natural ones. How they pose challenge to the natural diamond industry.
  • Scroll.in - How lab-made diamonds are stealing the shine (and market share) from natural ones
    More than 95% of industrial diamonds are synthetic, so why aren't more people using them in engagement rings?
  • The Conversation - How lab-made diamonds are stealing market share from natural ones
    Why value perceptions remain the final frontiers to crack the consumer market for synthetic diamond industry.
  • The Guardian - The luxury market is tricky to crack but the rewards can be great
    Businesses selling high-end products face low volume sales and fierce competition. But with the right branding, the sense of customer loyalty can’t be beaten.
  • Businessoffashion.com - Luxury Brand Balancing Act
    Are luxury brands upsetting the delicate balance that made them desirable in the first place? Is luxury fashion becoming too mass?

What others are reading now…

  • What is luxury?
  • Pie Register – Login
  • Segmenting luxury brand consumers
  • Luxury brands & interpersonal influences
  • Sliders – Portfolio Frames
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Popular Posts this week

  • Pie Register – Login 82 views
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  • Engaging the gamers: what motivates gamers to purchase virtual goods 58 views
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Twit in…

8 days agoThe regulations and its regulatory execution will have to be more and more proactive if we want to have a positive… https://t.co/aDHEoLcgfj
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