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Glyn Atwal, Douglas Bryson's Luxury Brands in Emerging Markets PDF

By Glyn Atwal, Douglas Bryson

ISBN-10: 1137330538

ISBN-13: 9781137330536

ISBN-10: 1349461083

ISBN-13: 9781349461080

ISBN-10: 1771872012

ISBN-13: 9781771872010

This publication offers an research of the posh in of the world’s greatest and evolving markets, and identifies and discusses the main concerns and dynamics in remodeling their luxurious landscapes. by way of discussing the weather which are probably to dominate boardroom agendas, the pragmatic implications for either strategic and advertising and marketing making plans are made transparent. certain emphasis is put upon well-contemplated responses to luxurious model advertising demanding situations that executives are inclined to face as they push their manufacturers to conform and thrive in those transferring markets.

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Additional resources for Luxury Brands in Emerging Markets

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This position might also be attractive to very innovative global brands such as Jean-Paul Gaultier, Agatha Ruiz de la Prada, and Saint-Laurent Paris by Hedi Slimane. Now that we have illustrated the four corners of our semiotic square, we emphasize two other positions that emerged from the data as a combination Nacima Ourahmoune et al. 39 of two signifiers: the burning ice (tropical + polar) and the mirage (creative/rebel + bourgeois/conformed). 5. ‘Burning Ice’: Tropical + Polar This position is a communication territory for brands that juxtapose contradictory discourses displaying a mix of tropical and polar narratives in their advertising.

Ashx MCF Consultoria/Gfk (2011) Pesquisa O Mercado do Luxo no Brasil, Gfk: São Paulo. Naccache, A. ) (2013) Criatividade Brasileira: Alex Atala, Fernando e Humberto Campana, Jum Nakao, São Paulo: Editora Manole. Ricca, M. and Robins, R. (2012) Meta-luxury: Brands and the Culture of Excellence, Basingstoke: Palgrave-Macmillan. 3 The Cultural Construction of Brazilian Bodies and Status Nacima Ourahmoune, Bernardo Figueiredo, and Pilar Rojas Brands may be regarded as cultural platforms with ideological statements (Askegaard 2006, O’Guinn and Muniz 2004) as they are filled with societal values transferred via advertising, fashion and design (McCracken 1986).

Although the study did not specifically identify searches made by luxury consumers, the findings are able to give an insight into the aspirations and preferences of the Brazilian consumer. In the car industry, Audi, BMW, and Mercedes-Benz occupy the top three market share positions, closely followed by Range Rover, Ferrari, and Porsche. Brazilians’ passion for high end cars despite high taxes and the need to install armour in top range cars has been used extensively as the basis of marketing pitches, such as the one by Ipiranga, a petrol distribution company, who used the line: ‘Apaixonados por carro, como todo brasileiro’, which means, ‘Passionate about cars, as every Brazilian’.

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Luxury Brands in Emerging Markets by Glyn Atwal, Douglas Bryson

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