The Brand Challenge: Luxury branding

This extract from the book 'The Brand Challenger' discusses luxury marketing, and puts forward five 'anti-laws', where the usual rules of marketing do not apply to luxury brands.

The Brand Challenge: Luxury branding

Jean-Noël Kapferer

Building luxury brands means forgetting most of the classic rules of marketing and adopting instead what are now recognized as the anti-laws of marketing. When a luxury brand is managed witho

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