There might be as many definitions of Luxury and Brand as there are people on this planet. They are something very personal but also (mostly?) social.
But if we want to think about how our notion of prestige and luxury evolve and how prestigious brands are born (or die), then we need to put a stake in the ground.
That is what I attempt to do in the attached reflections on “The evolving meaning of luxury brands and a framework for creating modern prestige,” which first appeared as chapter 2 of the book Managing Luxury Brands (2023) edited by Eleonora Cattaneo and published by Kogan Page (their rights reserved).
We would love to hear your thoughts on this complex subject! Feel free to leave comments below.
PS – As for a definition of what a brand is: I invite you to join my classes at Columbia Business School to join that eternal discussion. In the meantime, the following might serve as a strat: “A brand is the totality of perceived differences between the branded item and a commodity that satisfies the same needs.”
About JP Kuehlwein
JP Kuehlwein is a global business leader and brand builder with a 25+ year track record of translating consumer and brand insights into transformational propositions that win in market. Principal at ‘Ueber-Brands’ a New York consulting firm, he now helps others to elevate brands and make them peerless and priceless. JP also teaches brand strategy at NYU Stern and Columbia Business School and leads the Marketing Institute at The Conference Board, all in New York.
Jp previously was Executive Vice President at Frédéric Fekkai & Co, a prestige salon operator and hair care brand and lead brand- and corporate strategy development and execution at multinational Procter & Gamble as Brand Director and Director of Strategy.
JP and Wolf Schaefer have co-authored the best-selling books “Rethinking Prestige Branding – Secrets of the Ueber-Brands” which lays out what drives the success of modern premium brands and "Brand Elevation - Lessons in Ueber-Branding" a guide to developing and executing a brand elevation strategy. Find the books here: https://bit.ly/UeberBooks
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