Burberry Case Study
Over disclosure and supply of luxury brands can result in dilution of luxury character. Therefore, many of the brands are keen of maintaining the view that the goods are in a very short supply.
A prime example related to this factor is that of Burberry. They diluted their brand image in Britain by over-licensing their brand and therefore plummeting its image as a brand which was used only by the elite class.
Generally, there is natural paucity, the actual scarcity and as well as the technology driven paucity and the tactical led paucity. Natural paucity is activated using some limited ingredients such as diamonds, platinum or those goods which need extra ordinary human proficiency e.g. handcrafted quality which restraints the mass production.
Tactical led paucity is relatively promotional in nature e.g. the limited editions or the exclusive series for generating synthetic demand.
The luxury brand’s persona is mainly a cause of its unique projection added with lucidity of its uses across customer touch points and the brand communication via advertising. The visual identity of brand confines the personality of brand, its charisma and the emotional values associated. The unique and steady orchestration of brand identity plays a key role in establishing the visibility, popularity and common particular brand …show more content…
Public figures can distance from movie stars to musicians, from sports persons to royal families and also the designer themselves. But due to celebrity supports are not much longer exclusive to the luxury space and much used across many categories, they take a dissimilar meaning for luxury brand endorsement.
There is a separate difference in the way role of celebrity is designed, executed and used. Further than the customary advertising mainly print media tools of advertising are used such as dressing the celebrities for the walk down on the red carpet, invites to special events etc. This strategy goes for removing the selling appearance and still endorsing the product by making it look like an element of celebrity’s life. This positively affects the consumer’s behavior, brand value and