Resources:
- https://www.tailorbrands.com/branding/introduction-to-branding
- https://www.socreative.co.uk/how-to-create-a-luxury-brand/
- Brandz report on top 100 brands in the world report (147 pages)
- https://martinroll.com/resources/articles/strategy/five-steps-to-build-a-luxury-brand/
On luxury brands:
“Today’s customer seeks goods and experiences that project positive statements about who they are and who they desire to be.” – Lyle Maltz
“Each tries to establish a personal connection with their audience, reflecting their dreams, desires and need for recognition.”
“Brands usually offer two types of value – functional value and symbolic value. Functional value emanates from the features and the potential uses of the brand. Functional value highlights the base line value that customers expect when they buy a brand over a commodity or a store brand because of its underlying promise of quality, reliability and trust.” – Martin Roll