SPECIFIC FEATURES OF LUXURY PRODUCTS BRANDING
In this modern world characterized by rapid change, the role of marketing is increasingly important. Developing a brand is one way in which a competitive advantage can be achieved. The work defines the concept of luxury through the prism of marketing, shows the specifics of marketing in the luxury p...
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| Format: | Article |
| Language: | English |
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Šibenik University of Applied Sciences
2021-12-01
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| Series: | Elektronički Zbornik Radova Veleučilišta u Šibeniku |
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| Online Access: | https://hrcak.srce.hr/en/clanak/388941 |
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| _version_ | 1841562130739888128 |
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| author | Aleksandra Krajnović Jurica Bosna Sara Grubišić |
| author_facet | Aleksandra Krajnović Jurica Bosna Sara Grubišić |
| author_sort | Aleksandra Krajnović |
| collection | DOAJ |
| description | In this modern world characterized by rapid change, the role of marketing is increasingly important. Developing a brand is one way in which a competitive advantage can be achieved. The work defines the concept of luxury through the prism of marketing, shows the specifics of marketing in the luxury products market and the key factors that influence the demand for luxury products. The paper found that the key to success is to effectively create a market strategy whose main goal is to create a strong and emotional long-term relationship between the brand and the consumer. Also, the new trend of "abundant rarity" has led companies in the luxury goods sector to strive to strike an optimal balance between exclusivity and affordability. |
| format | Article |
| id | doaj-art-da09dc73e5df4b2783dcee9001a049e0 |
| institution | Kabale University |
| issn | 1846-6699 1846-6656 |
| language | English |
| publishDate | 2021-12-01 |
| publisher | Šibenik University of Applied Sciences |
| record_format | Article |
| series | Elektronički Zbornik Radova Veleučilišta u Šibeniku |
| spelling | doaj-art-da09dc73e5df4b2783dcee9001a049e02025-01-03T01:09:56ZengŠibenik University of Applied SciencesElektronički Zbornik Radova Veleučilišta u Šibeniku1846-66991846-66562021-12-01153-42938https://doi.org/10.51650/ezrvs.15.3-4.3SPECIFIC FEATURES OF LUXURY PRODUCTS BRANDINGAleksandra Krajnović0Jurica Bosna 1Sara Grubišić2University of Zadar, Department of EconomicsUniversity of Zadar, Department of EconomicsUniversity of Zadar, Department of EconomicsIn this modern world characterized by rapid change, the role of marketing is increasingly important. Developing a brand is one way in which a competitive advantage can be achieved. The work defines the concept of luxury through the prism of marketing, shows the specifics of marketing in the luxury products market and the key factors that influence the demand for luxury products. The paper found that the key to success is to effectively create a market strategy whose main goal is to create a strong and emotional long-term relationship between the brand and the consumer. Also, the new trend of "abundant rarity" has led companies in the luxury goods sector to strive to strike an optimal balance between exclusivity and affordability.https://hrcak.srce.hr/en/clanak/388941marketingbrandingluxurymarketing strategiesluxury branding |
| spellingShingle | Aleksandra Krajnović Jurica Bosna Sara Grubišić SPECIFIC FEATURES OF LUXURY PRODUCTS BRANDING Elektronički Zbornik Radova Veleučilišta u Šibeniku marketing branding luxury marketing strategies luxury branding |
| title | SPECIFIC FEATURES OF LUXURY PRODUCTS BRANDING |
| title_full | SPECIFIC FEATURES OF LUXURY PRODUCTS BRANDING |
| title_fullStr | SPECIFIC FEATURES OF LUXURY PRODUCTS BRANDING |
| title_full_unstemmed | SPECIFIC FEATURES OF LUXURY PRODUCTS BRANDING |
| title_short | SPECIFIC FEATURES OF LUXURY PRODUCTS BRANDING |
| title_sort | specific features of luxury products branding |
| topic | marketing branding luxury marketing strategies luxury branding |
| url | https://hrcak.srce.hr/en/clanak/388941 |
| work_keys_str_mv | AT aleksandrakrajnovic specificfeaturesofluxuryproductsbranding AT juricabosna specificfeaturesofluxuryproductsbranding AT saragrubisic specificfeaturesofluxuryproductsbranding |