The phenomenon which called Trading Up was rising in early 21st century. And it has become a common sense in today¡¦s world showing the global consumer behavior change. At 2003 year the Boston Consulting Group senior vice president Michael J. Silverstein and Neil Fiske present a new concept of New luxury, and he pointed out that the new luxury is a profitable new business model, it puts the high-quality products to the middle market. And it makes the consumer willing and eager to pay the premium price, and put these products first choice in their mind. In our reaserch finding, the new luxury management in the academic literature and practice are mostly made form Western countries.Asian countries, however, is on the rise in the luxury market and it occupies a very important position. Now many emerging countries, consumers are increasingly value the pursuit of self-importance, and the purchase of luxury goods to reward their purchase or to show their unique taste and style. In our reaserch we think that the good quality and low price strategy in New luxury goods must appeal consumers in the Asian market. Therefore, this research background and explore the following three points: First, finding the key elements of a new luxury brand in the fashion industry's of brand. Second, investigate the key elements influence of a new luxury brand to the brand equity.Third, investigate the difference of different types of new luxury brand to influent the brand equity Finally, the study found that¡G First, there are four key elements of a new luxury brand which is quality, perceived price, luxury doctrine and uniqueness. And they are arranged by the important influence of the uniqueness, quality, luxury doctrine, the final is perceived price. Second, the four key elements of brand new luxury brand is positively impact on association ,brand loyalty and brand awareness Third, in the band equity of new luxury brand, the brand association and brand loyalty have a positive impact on brand equity, but the impact of brand awareness to brand equity is not significant. Four different types of its new luxury brand for impact to brand equity is different.

Thesis (M.B.A.)--University of Hong Kong, 1996. / Includes bibliographical references.

This thesis focuses on the matters of luxury goods in the Chinese market. In the theoretical part, there are luxury and attitude to a luxury brand described in detail. The practical part is devoted to the objectives of the thesis and they are following: to find specifics of Chinese consumers of luxury goods, to determine how the Chinese perceive luxury goods how they approach them and primarily why they buy luxury goods. Finally, the thesis seeks to identify differences of the Chinese luxury goods market and based on these findings, it provides recommendations to the Czech luxury companies, which want to succeed with their products in the Chinese market.

The paper studies cultural differences in marketing communication between the West and China, as well as how marketing communication differs between different Western luxury segments, in which extend luxury brands Louis Vuitton, BMW and Rolex use standardized or localized marketing strategies when integrating on digital platforms in China. The study draws attention to China as a unique phenomenon where great interest in luxury is mixed with new technology and strict political conventions. Previous research has drawn attention to the tendency of Western luxury brands to localize when designing marketing communications in China. Cultural differences have a great impact on which communication is most effective. Unlike Western countries where luxury brands can communicate self-expression and uniqueness, luxury brands in China need to highlight social symbols that clearly convey how the luxury brand benefits Chinese consumers in important social contexts. The researcher in this study has been inspiredby the research method grounded theory where the researcher performs a qualitative analysis in the form of a self-constructed analysis model. Analysis is carried out using open coding where the researcher finds indications, patterns, similarities and differences for how marketing communication differs between different Western luxury segments in China. The results of the study show that Louis Vuitton's marketing communication is localized to the greatest extent, Rolex's marketing communication is localized the least, uses a standardized marketing strategy and BMW has a mix between standardized and localized marketing strategies.

Ce travail s’interroge à propos du rôle du concept de « l’expérience de la marque » dans la perception de l’image des marques de luxe auprès d’une cible jeune grand public. Pour ce faire, il mobilise trois domaines majeurs dans le marketing : l’expérience, le luxe et l’image de marque. L’approche expérientielle, peu exploitée dans le domaine du luxe, s’avère concluante. Les résultats permettent de dégager une typologie de l’image spécifique à la marque de luxe démontrant ainsi l’insuffisance des typologies existantes. Ils permettent également de proposer un cadre pour l’expérience de la marque spécifique à la marque de luxe. Ils soulignent par ailleurs le rôle des expériences vécues auprès de la marque comme source majeure d’associations et donc d’imagerie. Sur le plan managérial, cette étude propose une meilleure compréhension de la perception de l’image des marques de luxe auprès de la cible, susceptible d’orienter les stratégies d’entreprises. / Due to its democratization, the luxury sector needs a wider target and allows young to access earlier to luxury brands. According to an experiential approach, this work focuses on the perception of luxury brands image by young consumers from a middle class. The results suggest that brand experiences are a major source of brand associations. The finds also propose a specific typology of luxury brand image and a specific framework for luxury brand experience. Finally, the research gives marketers a better comprehension of the young target in the luxury area.

Given the growing number of socially conscious and ethical consumers, brands have been taking a strategic approach to corporate social responsibility (CSR) by integrating socially responsible activities into the brand's core value proposition in order to remain relevant in the marketplace and drive brand equity. Extant research on CSR has investigated its effect on various consumer behavior outcomes. However, from a brand-building perspective, there is still a lack of understanding on how to effectively leverage CSR, and not enough directions on how to overcome its challenges in order to build brand equity. Therefore, through three essays, the objective of this dissertation is to provide a deep understanding of the effect that CSR has on brand equity while revealing brand-building strategies that can be implemented to effectively leverage CSR, specifically within the (1) global, (2) luxury, and (3) co-creation contexts.

The implementation of this research increases the awareness of the value for luxury fashion brands in utilizing social media as a communication channel to reach young consumers globally. It provides a general understanding of young consumers’ perception of luxury fashion brands on social media in regards to geographic cultural background, attitude towards new luxury, and preferred way of contacts. / Program: Master Programme in Fashion Management

The primary goal of this diploma thesis is to specify the term "luxury" and "luxury brand", define the difference between marketing in FMCG and luxury goods segment and predict its future development not only theoretically, but also by using real-life examples of luxury brands. Such examples particularly focus on brands Louis Vuitton, Rolex and Porsche and analyse their marketing strategies, including the current status on global market, based on current market data. The secondary goal of this diploma thesis is to analyse how are luxury brands perceived by young generation, particularly by university students and fresh graduants, who represent potential target group for luxury brands. Outcomes of this analysis are to be compared with current market situation of luxury brands.

The theme of the diploma thesis is the specific marketing of luxury brands with focus on Diesel, parfum brand. The aim of the diploma thesis is to review principles on which the luxury brands' marketing proceeds, and what are its specifics. Theoretical findings are applied to Diesel brand, the current Diesel marketing communication is analysed as well. The main aim of the diploma thesis is to propose next steps for marketing activities of Diesel brand.

<p>Background/problem: Many business and industries have been hardly influenced of the occurrence of this financial crisis which is expected to be the worst financial crisis since 1929. Historically the luxury business has always been immune to uncertainties and crisis. It is of great interest to see how the luxury business reacts in the financial crisis from a marketing strategy perspective.</p><p>Purpose: To explain the impact of the financial crisis on the luxury business by using and identifying the nature of luxury and the suitable marketing strategies.</p><p>Methodology: A deductive philosophical approach and a positivistic and interpretative research approach are applied in this thesis.Findings: The luxury business has not been influenced by the financial crisis based on the interviews. The main reasons behind it are interpreted as the nature of luxury itself and its unique customers.</p><p>Conclusion: Based on our study and the involved companies, it is assumed that the luxury business is invulnerable to the financial crisis.</p>