By Glyn Atwal, Douglas Bryson
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Additional resources for Luxury Brands in Emerging Markets
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’.
Luxury Brands in Emerging Markets by Glyn Atwal, Douglas Bryson