The role of brand prominence

The authors study this market using data from Thai counterfeiters and online sellers of knockoffs revealing how counterfeiters disproportionately copy louder, less expensive, products. For brands that appeal to everybody, the message must be aspirational not functional.

Young Jee Han is a Ph.

The study identified four luxury-good consumer species, according to their preference for "loud" goods with prominently placed brand logos versus "quiet" goods, perhaps the little black dress equivalent of subtle status: Patricians: "Wealthy consumers low in need for status" who "pay a premium for quiet goods, products that only their fellow patricians can recognize"; Parvenus: "Wealthy consumers high in need for status" who "use loud luxury goods to signal to the less affluent that they are not one of them"; Poseurs, who lack the financial means to buy luxury goods, yet are highly motivated to buy counterfeit items to "emulate those who they recognize to be wealthy" i. Related links. The authors study this market using data from Thai counterfeiters and online sellers of knockoffs revealing how counterfeiters disproportionately copy louder, less expensive, products. Looking at those who have less money but still desire status, the third group—poseurs—offers a significant market opportunity for loud copies of luxury goods. Patricians were the least likely of the four groups to buy a flashy item, such as a handbag, while the parvenus and the poseurs were more likely to prefer it. Don't make a brand ubiquitous. For brands that appeal to everybody, the message must be aspirational not functional. Further, their field survey of patricians and parvenus who possess significant financial means demonstrates that while patricians, with experience and expertise in luxury, can recognize and value luxury goods even in the absence of brand markings, parvenus cannot. The remaining group, dubbed plebs, does not participate in the market for luxury goods. Reassess the "pyramid" approach to luxury. For example, the authors cite Gucci's use of bamboo on its products that says "Gucci" without employing a logo. Is less actually more?

According to Nunes, "A significant segment of the population does not want to be branded, preferring to be understated … and is willing to pay a premium to have 'quiet' goods without a brand mark. Findings The study's key findings include: Luxury brands charge more for "quieter" items with subtle logo placement and size that appeal to patricians.

In addition, their survey reveals how a greater need for status leads a person to display the brand loudly, while greater expertise leads to the opposite. Don't make a brand ubiquitous.

The purpose of this research is to investigate the types of brand prominence variation.

status signaling definition

Were our mothers right? Significant differences across participant demographic groups were also found in terms of the brand visibility. Note: Content may be edited for style and length.

brand status

They, in turn, can engage in more strategic placement and prominence of their brands in the future production of fashionable clothes, shoes and accessories. Consumers may use products to signal status in different ways, so an obvious logo or distinctive pattern may not appeal to a certain customer.

Don't make a brand ubiquitous. Significant differences across participant demographic groups were also found in terms of the brand visibility. Consumers may use products to signal status in different ways, so an obvious logo or distinctive pattern may not appeal to a certain customer. In addition, their survey reveals how a greater need for status leads a person to display the brand loudly, while greater expertise leads to the opposite. Consider advertising to all consumers, not just the target market. But this prescription may not hold for status goods at the high end of a product line. Further, their field survey of patricians and parvenus who possess significant financial means demonstrates that while patricians, with experience and expertise in luxury, can recognize and value luxury goods even in the absence of brand markings, parvenus cannot. For brands that appeal to everybody, the message must be aspirational not functional. They, in turn, can engage in more strategic placement and prominence of their brands in the future production of fashionable clothes, shoes and accessories.

Consider advertising to all consumers, not just the target market.

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First Impressions: Status Signaling Using Brand Prominence