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Luxury Brands Versus Other Brand Categories

Part 4. Advertising and Integrated Communication

  1. Kapareliotis Ilias

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem04020

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Ilias, K. 2010. Luxury Brands Versus Other Brand Categories. Wiley International Encyclopedia of Marketing. 4.

Author Information

  1. Athens University Economics & Business, Athens, Greece

Publication History

  1. Published Online: 15 DEC 2010

Abstract

Luxury brands are nowadays being incorporated into our everyday lives. They deal with different aspects of conscious and unconscious consumption, different cases of consumption, or different cases of demand. Luxury brands are the evolution of other brand categories related to special products, or to special distribution channels. Moreover, luxury brands not only evolve the brand management process but evolve also the consumers lives attitudes and ways of thinking.

Keywords:

  • brand management;
  • branding;
  • luxury brands;
  • conspicuous consumption;
  • differentiation;
  • luxury products or services