Compared to many other industries, the luxury industry relies more heavily on strong brands to achieve long-term competitive advantage. Accordingly, this article develops a comprehensive strategic marketing framework for building and managing luxury brands. The framework highlights the importance of developing a clear brand code and brand value, the integrated marketing strategic pillars that reinforce the brand code and value with a long-term orientation, and the need to selectively adapt to the evolving external environment while managing the delicate balance between heritage and modernity. The analysis is grounded in the luxury watch industry, combining the authors’ observations and experiences with case studies, in-depth executive interviews, and consumer surveys. This article provides actionable implications for senior executives in the luxury industry.
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Jonathan Zhang
Colorado State University, USA
Jonathan Z. Zhang is the Dr. Ajay Menon Professor of Business and Associate Professor of Marketing at Colorado State University. He researches digital transformation and the future of retail. His scholarly work has been published in premier academic and managerial...
Oliver R. Müller
LuxeConsult, Switzerland
Oliver R. Müller is the founder of the consultancy LuxeConsult. He brings 25 years of experience in the Swiss luxury watch industry, where he held senior executive positions at major brands and was previously the CEO of Laurent Ferrier and Leroy. A luxury domain expert...
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