While global economy suffers depression, international luxury industry, which always aims at high-income customers, is hardly affected. The figure of sales of the luxury industry displayed an increase of profits and more young customers started purchasing luxury goods even when the Asian market was undergoing SARS's attack. In the 100 top global brands investigated by BusinessWeek in 2003, 8 luxury brands are included, showing astonishing brand value.
Luxury good as a ¡§Universal Product¡¨ (Ohmae, 1989) earns its value from its brand image. How does a brand preserves its classic taste while follows the latest fashion trend? How do global strategies manage to organize the design and innovation of luxury goods, so that every detail is unified in a mechanical manner to please global taste and global customers? Since luxury good has unique characteristics and additional value besides the product itself, the management of luxury goods and the brand construction strategy may be very different from general consuming products.
This study combines Aaker & Keller's ideas about constructing brand equity. Apart from analyzing secondary data, the study does thorough interviews with four internationally-famous luxury goods'brand managers to discuss international luxury goods'brand construction strategies in Taiwan.
This study has reached several conclusions as follows:
1.International luxury goods' original country's image, their establishing time and heritage, and their brand history are helpful in constructing brand equity in Taiwan. International luxury goods' brand designer is the key source to the display and creation of unique brand position, brand personality and brand equity.
2.International luxury industry's entry model in Taiwan generally follows the route from Agency to Joint Venture and then to Wholly Owned Investment.
3.For the international luxury industry, retaining high-quality products around global market, creating classical product designs to extend the PLC, multiplying product lines under one brand name, and limiting the quantity of each design are product strategies to keep luxury goods' uniqueness and scarcity.
4.In price strategy, luxury industry maintains the high price and avoids discounts to build customer's perception of the brands' high value and high quality.
5.On the channeling strategies, in order to keep the independent brand image and identical selling quality, the international luxury industry controls the distributing lines with its direct owned or specially authorized stores. Following the global fashion trend, luxury industry opens or enlarges the flagship stores and concept stores in Taiwan. Adapting to the special consuming characteristics of Taiwan, luxury industry opens the stores in stores in department stores' luxury section.
6.AD Marketing and Event Marketing are the main promotion strategies for international luxury industry to increase brand awareness and to create unique brand association of brand and consumers.
7.International luxury industry's brand construction strategy is based on globally standardized positioning strategies, but it does few localized modifications.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0709104-165011 |
| Date | 09 July 2004 |
| Creators | Lin, Chia-Ying |
| Contributors | none, none, none |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0709104-165011 |
| Rights | not_available, Copyright information available at source archive |
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