A luxury brand refers to a brand that serves luxury goods. It is the highest brand in the brand classification. In life, luxury brands enjoy a very special market and a high social status. In the classification of goods, the corresponding to luxury goods is mass goods. Luxury goods are not only goods that provide use value, but also goods that provide high added value; Luxury goods are not only commodities that provide tangible value, but also commodities that provide intangible value. For luxury goods, its intangible value is often higher than its visible value. Basic introduction Chinese name: traditional luxury brand: luxury brand phonetic notation: ㄕㄜㄔㄧㄆㄧㄣˇㄆㄞˊ Pinyin: sh ?ǐǐǐǐǐǐǐǐǐǐǐǐǐǐ46 Luxury comes from the Latin word "Lux". Therefore, luxury goods should be shiny, bright and enjoyable. Luxury goods convey these contents through their brand visual identity system. From a sociological point of view, luxury goods are the goods of the aristocratic class. It has status, status and superior privileges. It is the representative of noble image. Nowadays, although the society is democratizing, people's concept of wealth has not changed, and luxury brands can just meet people's instinctive needs. In the eyes of western consumers, the British Rolls-Royce car has the symbol of aristocratic car. Phantom, which was introduced in 1925, was selected as a special car by the Queen of England and used as a vehicle for receiving foreign heads of state. Since 1875, the Cuban "Romeo" brand, which has been supplying cigars and cigarettes exclusively to Britain, has later created Churchill, Prime Minister Churchill's favorite cigar length (7.48), which has long been a world-famous cigar. Therefore, it can be said with certainty that "wealth" is the core value of luxury brands. Luxury goods that show beauty must be the most beautiful goods. No matter how many kinds of aesthetic consciousness people have, there is only one kind of luxury goods, that is, "praise when you see it." The products served by luxury brands must be "the most advanced". This "highest level" must be reflected one by one from appearance to quality. The luxury should be visible. It is precisely because people are amazed at its beauty and luxury that it can bring glory to the host. Therefore, luxury goods should provide more "visible value"-making people look good. Those who buy luxury goods are not pursuing practical value at all, but pursuing the "best" feeling of all mankind. "Vacheron Constantin" watches are like this; The same is true of Dior fashion. The "Cartier" jewelry, which was born in Paris in 1847, not only represents class, wealth, nobility and taste, but also symbolizes beauty and eternity. Italy's "Bulgari" jewelry brand initially followed the rigorous style of the French academic school, but in 1934, it merged the essence of Greek and Roman classicism, joined the Italian Renaissance and the 19th century Roman goldsmith school, and gradually deduced its own unique luxury classic. Therefore, products without aesthetic enjoyment are not luxury goods. Individualized luxury brands are often proud of themselves. They constantly set up the banner of individuality and create their own highest realm. Mercedes-Benz pursues top quality, BMW pursues driving pleasure, Rolls-Royce pursues manual construction, Ferrari pursues sports speed, and Cadillac pursues luxury and comfort. They are all masters, and each shows his ability. It is precisely because of the individualization of goods that people create reasons for buying. It is precisely because the personalization of luxury goods is very different from mass goods that it shows its noble value. France's "Lafite" wine was quite famous in the 14th century. At that time, it not only needed 1 years to store for aging, but also the marine climate, sandy soil and the average age of 4 years in Bordeaux made it fragrant and delicate. In 1985, a bottle of "Lafite Castle" produced in 1787 was sold at Christie's auction house in London, and the transaction price was $16,, making it the most expensive wine in the world. We see that luxury goods often create unique commodity forms. Personalization makes them get their own * * *. Positioning a single-minded luxury brand is very single-minded, and it cannot be easily extended and used at will. The so-called brand positioning specificity means that the brand only serves a certain product or a certain type of product, and the brand classification level cannot be changed. Luxury brands can't make marketing strategies for mass brands. It is difficult for us to see a luxury brand used across multiple industries, and it has achieved the same success. Brand diversification itself is a taboo of brand management. We know that "Pierre Cardin" clothing has not been a real luxury since it was customized and began to be popularized and licensed in 196s. Mr. Pierre Cardin once said, "I am an adventurer like James Bond (the British agent code-named 7 in the movie)." Just like this, the fashion master not only bought Maxim's restaurant, but also extended his brand to the wine industry to produce a batch of "Pierre Cardin" wines, which failed. Marketing is regular. If BMW dares to launch a shampoo, it will certainly make people laugh. Therefore, it is a very difficult task for luxury brands not to change the nature of the brand, maintain its positioning and abide by its value. But in fact, real luxury brands have a deep foundation, and some luxury brands have existed for hundreds of years. After a long test, its main products have been deeply rooted, and it is natural to derive more products at this time. DIOR Dior, Fozens Fuying, Louis Vuitton louis vuitton, Geray &; DONEY (Gretton) and other brands have crossed different industries. As a luxury brand, the public sense of distance must create a feeling of sighing at the ocean. It is the mission of luxury brand marketing to make most people feel unattainable. In terms of market consumption positioning, luxury brands serve a few "rich people". Luxury consumers are even more reluctant to use a commodity that everyone has. Therefore, to maintain the sense of superiority of target customers, we should make the public feel distant from them. Distance produces beauty. Luxury brands should constantly set consumption barriers to keep mass consumers away. It is the charm of luxury brands to make a huge contrast between those who know the brand and those who actually own it. The common method to create a "sense of public distance" is to raise the price threshold, adopt the ultra-high pricing strategy, and make people feel ashamed through the extremely high price. The price of a 9-meter-long Cadillac is $6,, about 5 million yuan; The lowest price of the popular "Rolls Royce" phantom car on the market is also $46,; The top Ferrari Enzo is priced at $65, and can't be bought in line. So for most people, luxury brands can only be "dream" brands. Historical reputation Historical reputation is an important connotation of luxury brands. The cultural value of luxury brands is very high. This cultural value of the brand mainly comes from its historical reputation. The longer the history of a product, the richer its cultural connotation will be. From the perspective of brand traceability, brands are descended. The English "CHIVAS" whisky came from the Chivas brothers in Aberdeen, Scotland in the 19th century. China Maotai liquor evolved from Lai family in Maotai Town, Guizhou Province. In 1929, a man named Lai Yongchu inherited the brewing method of "Gourd Sauce Wine" in the period of Emperor Wudi of the Han Dynasty in 135 A.D., and built the later famous "Heng Chang Burning House", which was the earliest brand-name Moutai. China's "Dahongpao" is called "the tea of emperors", because in ancient times, a student went to Beijing to take the exam, and he was dying on the way under Wuyi Mountain. Fortunately, monks rescued him with temple tea and won the top prize in high school. And when the queen has abdominal distension and pain, the physician has no surgery. The champion offered tea, and the queen was as well as ever after drinking it. The emperor gave the tea tree a "red robe", so the tea tree was worth a hundred times. From this, we realize that quality is not enough for a luxury, and more brand stories must be told. Top quality means that from the production management point of view, luxury goods are "top quality" products made of "precious raw materials" and "mysterious craftsmanship". The founders of ROLLS-ROYCE, Rauls and Royce, are called the perfect combination of "the top material supplier" and "the top technology applier". They only use the best cowhide from Scandinavia Peninsula and the best walnut from the plateau forest in Lombard, Italy, and only make car interiors by hand. The Swiss "Earl" watch was made in 1874, and in the 196s, it took the lead in using colored gems such as black agate, turquoise and lapis lazuli as the surface, so it was known as the "master of jewelry". In the 198s, it made the most expensive earth-rock watch for men's wear in the world, which used 154 grams of platinum, 296 diamonds, and a brilliant blue diamond weighing 3.85 carats, with a total value of 3.5 million Swiss francs. Therefore, we can say without hesitation that luxury goods are "raw materials decide everything". Today, luxury goods are not only synonymous with traditional exquisite craftsmanship, but also the representative of top products made by it. Generally speaking, luxury brands include seven characteristics: rich brand image, perfect appearance, distinctive uniqueness, abiding by value, historical reputation, super high price and top quality and performance. Ranked in 21 1. Louis Vuitton ranked last year: 1 Overall brand value: increased by 2% to $19.78 billion. Reason for listing: Louis Vuitton aims at tourists and consumers, paying attention to brand culture and core consumers. Brand background: Louis Vuitton is one of the most outstanding leather design masters in French history. In 1854, he opened the first suitcase shop named after himself in Paris. A century later, Louis Vuitton became one of the best brands in the field of leather goods and a symbol of high society. Nowadays, the brand Louis Vuitton is not limited to designing and selling high-end leather goods, but has become a giant trend indicator in the fields of fashion, leather shoes, luggage, jewelry, watches, media and famous wines. 2. Last year, Hermès ranked: 2 Overall brand value: increased by 8% to 8.46 billion US dollars. Reason for listing: Most of Hermes' shares are still controlled by the family (73.4% are family shares and 26.6% are public tradable shares). The company has the courage to try. At the end of 29, it acquired China's new brand Shang Xia, focusing on the China market. At the same time, the company pays great attention to brand cultural heritage and is good at using the essence of tradition. Brand background: Hermes, a French fashion brand, was famous in Paris, France for making high-grade harness in its early years, and later launched bags, clothes, scarves, perfumes, enamels, ornaments and household items, which made the brand more comprehensive and diversified. 3. Gucci (Gui) ranking last year: 3 Overall brand value: increased by 2% to $7.59 billion. Reason for listing: In 21, Christie's teamed up with Gucci to collect Gucci antique bags from players all over the world for exhibition and recycling auction. This is the first time Gucci has cooperated with the auction house to convene antique Gucci bags. Gucci is owned by PPR and has strict control over the agency market. Brand background: Gucci is the largest fashion group in Italy. Products include fashion, leather goods, leather shoes, watches, ties, scarves, perfumes, household products and pet products, etc. Gucci fashion has always been famous for its high-end, luxurious and sexy, and its brand image as a symbol of identity and wealth has become the consumer darling of the upper class, which has always been favored by business people. 4. Chanel ranked last year: 4 Overall brand value: decreased by 11% to 5.55 billion US dollars. Reason for listing: The decline of Chanel brand value is a sign of the times. During the recession, consumers turned to more practical products. Although Chanel's classic handbags, cosmetics and perfumes still attract many people's attention, there are not many customers who actually buy ready-made clothes. Brand background: Chanel was founded in Paris, France in 1913, with a wide range of products, including clothing, jewelry, accessories, cosmetics and perfume, and each product is well-known, especially perfume and fashion. Chanel fashion will always have an elegant, concise and exquisite style. 5. Last year, Hennessy ranked: 6 Overall brand value: decreased by 1% to $5.37 billion. Reason for listing: Hennessy is a cognac brand under LVMH Group, which is very popular in China market. Brand background: Hennessy is one of the famous brands of French brandy. The world's sales volume ranks first, and it was founded in 1765. Hennessy adheres to its family's fine tradition of being meticulous and striving for perfection in brewing cognac, strictly controls every link of production, and implements Hennessy's original spirit, such as dividing the grade of cognac by "stars", which is derived from Hennessy. 6. Last year, Rolex ranked: 5 Overall brand value: decreased by 14% to 4.74 billion US dollars. Reason for listing: Rolex, like many other high-end watch and jewelry manufacturers, has been greatly affected by the economic recession. Brand background: Rolex is a famous Swiss watch manufacturer, formerly known as Wilsdorf and Davis Company, which was jointly operated by Hans Weisdorf of Germany and Davis of England in London in 195. In 198, it was registered as Rolex by Hans Wilsdorf in La Chapelle, Switzerland. 7. Moet Champagne (Moê t&; Chandon) Last year's ranking: 8 Overall brand value: down 12% to 4.28 billion US dollars. Reason for listing: Although it is not as beautiful as it used to be, Moê t&; Chandon is still the world's top champagne brand. Brand background: Moet Champagne is owned by the largest LVMH luxury goods group in France and is the largest champagne producer in the world. Moet Champagne, with a 26-year-old wine-making tradition, once won the reputation of "Royal Champagne" because of the love of French emperor Napoleon. 8. Cartier ranked: 7 last year. Overall brand value: dropped by 19% to $3.96 billion. Reason for listing: Cartier's ranking is affected by the decline in sales. Cartier is a brand owned by Richemont Group in Switzerland. It is reported that the sales of Cartier's boutiques and third-party retailers have declined, which is lower than expected. Brand background: Cartier, founded in France in 1847, was praised as "the jeweler of the emperor and the emperor of jewelers" by King Edward VII of England, representing class, taste, wealth, nobility and firmness.