Marketing, luxury, branding and more…. – Page 12 – Paurav Shukla, globally renowned expert in marketing, luxury, branding and more….

Beyond Bling: Comparing Conspicuous Consumption in Today’s Society

Funded by British Academy, I led project with Professor Keyoor Purani at IIMK. The project looks at the influence of economic conditions on contemporary conspicuous consumption tendencies among consumers in the UK and India. The project findings demonstrate the variations between the British and Indian consumers showing how socio-economic market conditions influence conspicuous consumption.

Comparing the luxury brand value

Luxury brands are bought in different countries for different values. This study evaluates those values consumers consider and provides a comparison between Indian and British luxury consumers.

2012 IMRA Emerging Markets Conference in London

International Management Research Academy (IMRA) 2012 Emerging Markets Conference Emerging Markets and the New Dynamics of Management Since centuries, it has been [Read Story]

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Waving Good bye to Google Wave: Lessons in positioning

A year ago, when it was launched, it was one of the most hyped products (service) from Google. It was hailed [Read Story]

Apple’s ‘Antennagate’: How not to deal with an issue when you are a leader

While listening and later on reading Apple’s defence of the ‘Antennagate’, I felt how much strategic thinking has gone into this [Read Story]

The compromise effect in our decision making

[podcast]http://www.pauravshukla.com/podcast/compromiseeffect.mp3[/podcast] Most consumers in developed and emerging markets are now facing an interesting choice making dilemma. It’s the dilemma of plenitude. [Read Story]

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

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.

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 1)

Does competitive intelligence help improve bottomline? This post answers this question based on one of our recent research studies.

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]

Luxury marketing: adapting value propositions

How do you convince a consumer to buy luxury products?

This is one of the very important questions asked by managers involved in marketing luxury goods. Luxury consumption – especially one related to conspicuousness – seem to have changed dramatically in the last few months with consumers clearly avoiding any conscious attempt to signal wealth.

Many observers have pointed to consumers’ attempt of avoidance stating the term ‘discreet consumption’; ‘stealth consumption’ and so on. While the phenomenon is observed all around the important question is ‘why are the luxury consumers [Read Story]