本文主要讲的是奢侈品牌，奢侈品牌为其商业模式建立价值的方法之一是品牌扩展。这是品牌所遵循的最普遍的协议。传统奢侈品牌如路易威登或香奈儿已经扩展到主流奢侈品以外的核心产品(Albrecht et al.， 2013)。另一方面，阿玛尼(Armani)和普拉达(Prada)也被发现进入了更新、创新的奢侈品领域。由此，他们创造了自己的利基市场。由于这一支撑，品牌依赖于品牌扩展和创建品牌角色已成为当务之急(Fionda， & Moore, 2009)。本篇商业文章代写文章由美国论文通AssignmentPass辅导网整理，供大家参考阅读。
One of the techniques used by the luxury brands to build value to their business model is brand extensions. This is found to be the most common protocol adhered by the brands. Conventional luxury brands such as Louis Vuitton or Chanel have expanded into mainstream luxury beyond their core product (Albrecht et al., 2013). On the other hand, Armani or Prada are found to cross into newer innovative forms of luxury. From this, they have created their own niche marketing. Owing to this for sustenance, it has become imperative for the brands to depend on the brand extensions and in the creation of brand persona (Fionda, & Moore, 2009).
There has been numerous researches that have been undertaken to understand the relevance of the brand persona. The key difference that was found was that in the case of luxury brand, the people gave more importance to the brand image (Albrecht et al., 2013). For other brands, there was importance given to functionality. In the case of luxury brands, people were willing to pay premium prices owing to the image created by the brand along with the functionality (Albrecht et al., 2013). This research was taken by interviewing 492 people. It was found from this research that the people fundamentally have more importance to the notions of branding in the luxury brand when compared with the regular brands. Branding and the persona of the brand should be given unprecedented importance by the companies. Luxury brands should essentially focus on creating a strong brand image for their sustenance. Another study that was conducted stated that the brands should focus on creating the functional value and corporate associations.
Luxury brands are given weightage by the consumers owing to its exclusive nature. It cannot be bought by all the people in the demography. This adds to the originality to the brand perception (Doss & Robinson, 2013). The more exclusive the brand, the more the consumers are willing to pay for those brands. In the current times, the luxury brands have inundated the markets. Owing to this, there has been reduced perceived image for the brands (Berger, 2014). This leads to the brands losing its value. It has been observed that the rise in the levels of the product page and marketing leads to higher levels of product becoming conspicuous.
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