Paurav Shukla

PauravShukla.com (Marketing, Research, Luxury, Branding and more...)
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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...

  • They are not all same (Part 1): how Asian consumers differ in their luxury consumption – case of India
  • Beyond Bling: Comparing Conspicuous Consumption in Today’s Society
  • Invite: Status Consumption: A Journey Through Time & Cultures
  • 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...

  • Luxury industry: cracking the conundrum of lower-tier cities across emerging markets
  • LVMH & Tiffany: The master negotiator is at play again!
  • What is your digital value strategy?
  • 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

Special issue of APJML on ‘Emerging Trends for Marketing in Asia’

Friday, 26 November 2010 by Paurav Shukla

We are happy to announce a special issue of ‘Asia Pacific Journal of Marketing and Logistics’ on ‘Emerging Trends for Marketing in Asia’ guest edited by Prof. Kim-Shyan Fam, Prof. Ernest de Run and me. Asia is a continent of paradoxes. It has some of the fastest growing economies of the world, the largest populace,

You may also want to read these posts...

  • What is luxury?
  • How many times have you been mis-sold?
  • The local dimension of luxury
  • Published in Latest Qs & Reviews
Tagged under: Business, Marketing and Advertising, Marketing communications, Mobile marketing, Relationship marketing, Retailing, Services marketing, SMS

Segmenting luxury brand consumers

Sunday, 15 August 2010 by Paurav Shukla

In some of my earlier posts, I have stated that there are two simultaneous paradoxical needs among us consumers with regard to consumption namely, (a) to conform and (b) to demonstrate uniqueness. In sociology and psychology this has led to creation of various terms such as fitting in or standing out, in-group vs. out-group behaviour,

You may also want to read these posts...

  • Call for Papers: 2013 IMRA International Conference, Zagreb, Croatia
  • Wooing Indian luxury alcohol brand consumers
  • Event Invitation: Beyond Bling: The role of conspicuous consumption in today’s society
  • Published in Blog, Luxury marketing
Tagged under: Brand, Business, consumer, Consumer Information, Luxury good, marketing, Marketing and Advertising, Mont Blanc, Role of Brand Prominence

Status (luxury) consumption in cross-national context: Managerial implications

Saturday, 23 January 2010 by Paurav Shukla
[podcast]http://www.pauravshukla.com/podcast/status2.mp3[/podcast] In my earlier post ‘Status (luxury) consumption among British and Indian customers’, I discussed the theoretical implications relating to one of my recently published study in the International Marketing Review. In this post, I am going to focus on the managerial implications. Image by minxlj via Flickr To briefly summarise the study, it focused

You may also want to read these posts...

  • What makes a good luxury brand great?
  • Comparing the luxury brand value
  • Luxury marketing: exploiting the heritage code of luxury brands
  • Published in Blog, Luxury marketing, Podcasts
Tagged under: Add new tag, Brand, Business, conspicuous consumption, Consulting, India, luxury consumption, Luxury marketing, marketing, Marketing and Advertising, Marketing strategy, status, status consumption

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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…

  • About me
  • Segmenting luxury brand consumers
  • Consulting & Training
  • Luxury marketing: exploiting the heritage code of luxury brands
  • Engaging the gamers: what motivates gamers to purchase virtual goods
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Popular Posts this week

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  • What is luxury? 55 views
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Twit in…

9 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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