Overview

luxury brand


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A high quality marque or name that produces prestige products and goods, and whose ownership is linked to success and affluence, demand for which increases typically as income rises. These goods are generally premium priced. In the West their measure of success is their consumer rarity value (few people have them); in the East their success is based on their ubiquity (many people have them). See appendix 2 for examples of luxury brands.

Subjects: Marketing.


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