Evolution of Global Luxury Brands

Abstract

In the marketing literature, luxury is often defined in relation to product or brand characteristics and is positioned at the high end of a product and brand continuum, with superior characteristics. This chapter delves more deeply into the evolution of global luxury brands. Turunen approaches the definition of luxury from a brand management perspective and highlights differences between luxury brands (a company-driven definition) and brand luxury. In addition to discussing characteristics associated with luxury brands, their relative positioning against other brands is observed.