Luxury Brands and Mass consumer brands, how they are different in terms of their brand identity, positioning, attributes, target market and brand building process. We can not apply the same marketing techniques for Luxury Brands that are practiced for the mass brands.
Why Tesla is neither a luxury nor mass-market brand
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Luxury tourism and purchase intention factors: a mixed approach applied to luxury goods
Business Lessons from Luxury Brands
Newsletters From Popular Fashion Brands: Is Luxury Different From the Mass Market?
Masstige brands - Prestige brands for the masses
How Warner Bros. and Mattel Painted the Town Pink and Created Marketing Magic !!