Product functionality is rarely advertised in the world of luxury. - TopicsExpress

Product functionality is rarely advertised in the world of luxury. Exceptional product quality is a given, even if this is not always true. Many luxury products have flaws. Luxury watches are known to be less accurate at keeping time than ordinary ones. A Ferrari has its fair share of reliability issues. Graphically, a luxury brand ad makes almost exclusive use of suggestive imagery. The copy is kept to one or two words, if present at all. Luxury brand management requires going against the classical marketing principles. Many companies that have acquired luxury brands failed to market them successively for this only reason: failing to adapt their strategy to the luxury market. Ford’s management of the Jaguar and land Rover brands are good examples of applying classic principles to the luxury brand. Both brands ended up being sold at a loss to Tata Motor of India. - Michael (brand unique)

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