Brand Identity Is More Important Than Function.

< p > luxury is a materialized material of luxury value, representing the life style of the social elite. On the one hand, it reveals the comfortable life expected by the elite, and interprets their dreams and pursuits on the other hand.

Luxury goods give the owner a sense of exclusiveness and make people feel that they have strong exclusivity.

Luxury brands are personalized and humanized luxury value collections. Luxury brand extension has become the only way for modern luxury brands to show their influence and appeal.

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< p > LV began to make leather goods and bags in 1854, and set foot in jewelry, famous wines, fashion and other fields.

In 1987, LV and Moet champagne and Hennessy jointly established LVHM, becoming the world's largest luxury group. There are dozens of brands such as Fendi (Fendi), Dior (Dior), Guerlain (Guerlain), Givenchy (Givenchy) and so on. There are hundreds of small and medium-sized products, and there are serious crossover and coincidence among different brands. However, various brands are still in good order, and various brands of LVHM group are still the hearts of followers.

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< p > the same thing happens in luxuries such as Richemont and PPR.

Brand extension seems to be the inherent ability of luxury goods.

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< p > < strong > no mention of positioning, brand recognition < /strong > /p >

< p > usually speaking of brand, we must talk about positioning.

Traditional concept holds that positioning is closely related to brand association, sharpening brand image and increasing brand equity.

But the overall increase in brand equity depends not only on positioning but also on brand extension.

Positioning makes the brand image clear, but the extension blurs the brand image.

From this point of view, brand extension and positioning are a pair of contradictions.

To a certain extent, positioning is based on the dominant idea of buyer's market, focusing on consumers, losing brand's flexibility and leading position, which may cause unnecessary market segmentation.

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< p > with European and American professional luxury researchers, they found that they started more from the root of luxury brand, and took the inheritance of story, unique craftsman and founder as an important brand asset of luxury goods.

They don't think luxury goods need to be positioned because there is no need to compare with other brands.

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< p > Ralph Lauren is a typical American luxury. It has no such long history as European luxury. But Ralph Lauren, a mixture of British aristocracy and the elite of the American elite, has grown and developed with the baptism of time and the golden Polo era, which prevailed in the United States in 1830s.

The obvious sign of the chest and horse is different from the luxury of some luxury goods, highlighting the confidence of the wearer.

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< p > < strong > image is more important than function. < /strong > < /p >

< p > consumers purchase luxury goods is the premium paid by brands. This premium is an important source of luxury customer value, and the premium is the brand image.

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< p > most customers perceive luxury goods as internal and external images of their brands. They prefer to evaluate the extension of luxury brands in an abstract sense.

Customers connect the brand core with the extended product through image consistency instead of paying too much attention to functional consistency and product category.

Even if this extension has a low degree of agreement with the original brand function, the customer's evaluation of the similar image extension is also very high, for example, the limited edition mobile phone introduced by Tiffany (Tiffany) is Softbank.

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< p > for luxury goods, the traditional brand ranging idea is not applicable. "Far" and "near" can not be compared from function, but should be based on image.

From the actual situation, luxury advertising will tell consumers more brand stories, stimulate customer associations, instead of directly listing the relevant parameters.

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< p > LV cross letter design and diamond checkerboard always get the admiration of brand owners and attract the eyes of non owners.

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< p > Thierry Muller (Thierry Mugler) luxury goods give people a dreamlike feeling. Simple abstraction is the design source of the main a target= _blank href= http://www.91se91.com/, the designer /a /a. The fashion show always sets off the atmosphere of the stars. The introduction of the Angle perfume uses the dream outer packaging, which has won the same favor as the Chanel, and has become another star product of CLARINS.

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< p > < strong > luxury has stronger biological characteristics < /strong > < /p >.

< p > organisms are characterized by metabolism, self replication and reproduction, heredity and variation, stress and adaptability, and so on.

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< p > luxury is the product of social development. The first luxury product came into being in the era of shortage of materials, which came from a time when production relations and productivity did not match, but it could live well in every era.

The founder of luxury goods creates a materialized material that exists in the age but pcends the mainstream of the times.

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< p > the meaning of luxury representatives is that the upper class concentrates the most elite resources of the society to create their own enjoyment and exclusive goods, so as to externalize their identity and expectations.

Luxury represents the comforts and dreamlike things of the few upper classes.

Luxury brands in the United States and Europe have at least a few hundred years of history. Luxury goods are not immersed in the history of the past, but beyond the time, walking in the forefront of the times, affecting the trend of social thought and materialization.

The luxury brand new product launched by the designer not only keeps the DNA of luxury brand, but also has the trend of development in the forefront of the era.

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The first fame of P was Burberry, because it developed a strong waterproof twill, a target= "_blank" href= "http://www.91se91.com/" > cloth "/a", and the second time was that Bo Boli became a specialized provider of raincoat for senior British officers in the first World War. After that, Boboli provided the first "a" target= "_blank" to the "Antarctic" traveller, and once again injected strong brand assets.

Boboli's lattice pattern becomes the English classic, the fixed main tune, the regular stripe becomes the English wind representative, so that you walk in the crowd to see that wears the Burberry lattice man, all reveals the low key foreign flavor.

Now, the most classic clothing, < a target= "_blank" href= "http://www.91se91.com/" > shoes < /a, luggage and luggage all retain this lattice design. The dial of the watch also has the impression of this lattice, so that people can rely on the lattice to identify the Boboli products without looking at the brand.

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< p > < strong > practice and Enlightenment of anti marketing < /strong > < /p >

< p > in the era of rich material resources, luxury goods run counter to the concept of operation in the era of material shortage, creating the popularity of luxury goods in this era and creating a strong seller's market in the buyer's market.

Most of the personalized image of luxury goods is the value combination of the founder, the main designer and the spokesperson.

In order not to be eliminated by the ecosystem, traditional brands seek brand personality that can rapidly increase their value.

The traditional brand starts from the brand spokesperson, consciously gives the brand personalized characteristics, and from that era, brand extension becomes easier. Customers can see the spokesperson's response to the personalized and visualized characteristics of the brand, make the brand segmentation and function become blurred, and brand extension has become the most successful part of the brand equity increase.

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< p > besides, luxury brand extension and product innovation do not concern customers' thoughts, because luxury designers are the leaders of the times for luxury goods, and this is also the source of luxury brand confidence.

This is borrowed by Steve Jobs in Apple's operation. Steve Jobs believes that apple is the discoverer and guide of customer demand. Even the appearance of iPhone 4S will arouse the market's exclamations.

It can be said that luxury brand extension and product innovation management abandon conventional marketing thinking, but do not deviate from the law of contradiction and development.

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< p > luxury brands always look for celebrities who are most consistent with brand characteristics.

Never do anything harmful to brand lineage, and tell you the manufacturing process and time of the leather product through different channels. For example, when you buy Hermes's scarf, you will be confident that you can wear this 18 month hand scarf.

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< p > you will also find that luxury brands collectively raise their prices every year, which is something that traditional products can not imagine.

When you enter the Cartier store, you can hardly find the price tag. Even if you find the price tag, you can hardly see the price above.

Luxury designers are not thinking about target customers, but thinking about which customers are not.

Luxury is not concerned about the frequency of purchase, but it is not easy to create the best quality and make customers want to get rid of it.

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< p > for those who are accustomed to traditional brand management, the management of luxury brands can be regarded as a way to improve management ideas. Too much immersion in traditional brand management has limited vision.

Looking at brand management from the perspective of luxury brand management will be different, because the angle can also determine the height.

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