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Luxury Brand Marketing – The Experience Is Everything!

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Advances in Luxury Brand Management

Part of the book series: Journal of Brand Management: Advanced Collections ((JBMAC))

Abstract

Although the definition of a ‘luxury’ brand is open for debate, the natural evolution of luxury, with luxury brands first being adopted by the affluent and wealthy before inevitably being translated and reinterpreted down to mass markets, raises new challenges for marketing strategists. Luxury brands need to stay in front of luxury consumers, through the discovery of new and different ways to give expression to their desires. This chapter discusses the fundamental difference between communication and connection, and identifies a means of assuring the greatest long-term success for luxury marketers by connecting with the luxury consumer using brand-related experiences

This chapter was Reprinted from Atwal, G. and Williams, A. (2009) ‘Luxury Brand Marketing- The experience is everything!’, Journal of Brand Management, 16, pp. 338-346. With kind permission from the Journal of Brand Management. All rights reserved.

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Author information

Authors and Affiliations

  1. Burgundy Business School, Dijon, France

    Glyn Atwal

  2. Department of Marketing, Johnson & Wales University, Providence, USA

    Alistair Williams

Authors
  1. Glyn Atwal
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  2. Alistair Williams
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Correspondence to Glyn Atwal .

Editor information

Editors and Affiliations

  1. Inseec Business School, Paris, France

    Jean-Noël Kapferer

  2. Centre of Competence for Brand Management, University of St. Gallen, St. Gallen, Switzerland

    Joachim Kernstock

  3. Henkel Center for Consumer Goods, WHU-Otto Beisheim School of Management, Düsseldorf, Germany

    Tim Oliver Brexendorf

  4. School of Management and Marketing, University of Wollongong, Wollongong, New South Wales, Australia

    Shaun M. Powell

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Atwal, G., Williams, A. (2017). Luxury Brand Marketing – The Experience Is Everything!. In: Kapferer, JN., Kernstock, J., Brexendorf, T., Powell, S. (eds) Advances in Luxury Brand Management. Journal of Brand Management: Advanced Collections. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-51127-6_3

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