oa Journal of Marketing - Star wars - winning the battle for star luxury brand status



Great branding is not just about creating a promise to consumers, but also about orchestrating elements of the business to deliver on that promise. Intuitively, CEOs of luxury brands expect to grow their profitability by increasing the perceived premium degree of the brand. Independently published research has demonstrated that a brand's profitability and its relative market share, amongst other things, are a function of the premium degree of its category. Brands such as Tiffany, Bose, Rolex and Louis Vuitton have all shown increased profitability as the consumer perception of the brand increased.


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