Naslov
SPECIFIC FEATURES OF LUXURY PRODUCTS BRANDING

Autori
Krajnović, Aleksandra ; Bosna, Jurica ; Grubišić, Sara

Izvornik
Zbornik radova Veleučilišta u Šibeniku (ISSN1846-6699) 15 (2021), 3-4; 29-38

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, prethodno priopćenje, znanstveni

Ključne riječi
marketing, branding, luxury, marketing strategies, luxury branding

Sažetak
In this modern world characterized by rapid change, the role of marketing is increasingly important. Developing a brand is one way in which a competitive advantage can be achieved. The work defines the concept of luxury through the prism of marketing, shows the specifics of marketing in the luxury products market and the key factors that influence the demand for luxury products. The paper found that the key to success is to effectively create a market strategy whose main goal is to create a strong and emotional long-term relationship between the brand and the consumer. Also, the new trend of “abundant rarity” has led companies in the luxury goods sector to strive to strike an optimal balance between exclusivity and affordability.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA