Marketing, luxury, branding and more…. – Page 11 – Paurav Shukla, globally renowned expert in marketing, luxury, branding and more….

They are not all same (Part 1): how Asian consumers differ in their luxury consumption – case of India

While luxury in Asia is booming with the rise of new money and an affluent consumption class the picture is not rosy for all the luxury brands emerging within or outside of Asia. Some stellar examples of struggle involve Prada and Mulberry in China, Aigner and de [Read Story]

What is your Chinese New Year luxury strategy?

“The US is luxury’s largest market. Japan still remains a large luxury market in terms of absolute size. However, China is the true star of [Read Story]

What makes a good luxury brand great?

The article discusses why some luxury brands become larger than life and are called great while others can't seem to break the barrier.

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What goals do you strive for?

Recently I was listening to the book 'Drive' by Daniel Pink wherein the author discusses how the present day motivational philosophy [Read Story]

Should luxury brands use twitter?

Recently, I came across an article which focused on “15 reasons [why] luxury brands must be on twitter”1. When I started [Read Story]

Segmenting luxury brand consumers

In some of my earlier posts, I have stated that there are two simultaneous paradoxical needs among us consumers with regard [Read Story]

Luxury brands & interpersonal influences

The article discusses the importance of interpersonal influences in consumption decision and why it is important in the context of luxury however has not been tested till date. Provides avenues of how it can be explored in the case of luxury.

The Independent: Can luxury fashion brands ever really be inclusive?
Escaping the 'wild swings' of the stock market: Why Elon Musk should take Tesla private
How brands that disguise their origins do damage to their bottom line
Why Elon Musk should take Tesla private
Researchers find ad campaigns effective in cutting alcohol-fueled sexual advances

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Does competitive intelligence help improve the bottomline? (Part 2)

In my last post on competitive intelligence, I discussed how competitive intelligence can help improve the bottomline in emerging markets. In our article published in Journal of Business and Industrial Marketing, we observed that Competitive Intelligence (CI) activities have an impact on the market performance of Indian firms. In this post, I want to focus on the following three questions. What are the macro and micro environmental drivers of Competitive Intelligence (CI) for Indian firms? How are CI activities organized within Indian firms? How is the usage and dissemination of CI taking place within Indian firms? [Read Story]

Event Invitation: Beyond Bling: The role of conspicuous consumption in today’s society

Beyond Bling: The role of conspicuous consumption in today’s society 6th November 2012, 3pm – 5pm Clarence Room, Hilton Metropole, Brighton - BN1 2FU Recently, I won funding from Economic and Social Research Council (ESRC) of the UK to arrange an event under the auspices of Festival of Social Science 2012. So, you are warmly invited to participate in the seminar ‘Beyond Bling: The role of conspicuous consumption in today’s society’ funded by the ESRC Festival of Social Science and hosted by the University of Brighton Business School. The growing economic and social importance of conspicuous consumption has become a [Read Story]

Seriously, I thought Haier was a German brand! Detrimental effects of country of origin misclassification on bottomline

Seriously, I thought Haier was a German brand! Detrimental effects of country of origin misclassification on bottomline

Many brands, particularly those from countries associated with poor production quality, attempt to disguise their origins. Some even attempt to deliberately associate their brand with a country that has a strong image to win over customers. Our recent research suggests that this can backfire, however. When customers find out the truth about a brand’s origins, they are not happy about it. In fact, they feel discontent and are put off buying from them in the future.