Bon Brand

Some brands are three times better than others but they still need to keep reminding customers what great value they deliver.
Due to the economic situation focus your marketing effort don’t just slash your budget.

Tiffany’s

is the New York Stock Exchange quoted premier Jeweler and an internationally recognized luxury brand.

Over 50% of the companies sales now come from the USA. The appetite for luxury goods is particularly strong in emerging and growing markets like BIRC and Asia- Pacific.

They have over 170 years experience but if you have a successful luxury brand consider the steps you need to take to develop overseas

Radleys

There may be better or more desirable luxury handbags but the success of an image is often its originality and that seems to have worked wonders for Radley ‘Luxury Handbags’. Imitation is a form of flattery but if you want to distinguish your business be creative.

This dog tag works for me on several levels and I have created an Avatar or digital dog tag for my own personal web presence.

Richemont

owns several of the world’s leading companies in the field  of luxury goods but it is hardly known to the public. As a Swiss quoted company it has a business brand and strong reputation within the financial community.

Richemont’s interests  include Cartier, Van Cleef  &  Arpels, Piaget, Vacheron Constantin, Jaeger-LeCoultre,   Net-a-Porter and Montblanc.  Most of these interests have their own strong brand reputations with individual product brands underneath.

Some businesses need to remain as  financial or funding brands and do not need to be exposed to consumers. This is part of a brand hierarchy matching image with need.

Polo

is not just a ‘Shirty’ brand, named for the designer Ralph Lauren. The symbol of a polo player appears on sneaker, after shave, perfumes and luxury goods.

It has control of channels to market through its own iconic retail outlets, via the internet, with licensing partners and through the worldwide retail trade.

Burberry

The web site strap line ”Burberry – Iconic British Luxury Brand Est. 1856 caught my attention and that is what it is supposed to do. The web graphics were too smart for their own good and I left the site quickly – not what they are supposed to do.

The reason for my visit was press comment and Angela Ahrendts, Burberry’s chief executive recent statements. Angela defined their new target market place as 25 Londons. These are the international cities most visited by the “travelling luxury consumer or TLC”.

That says to me Burberry understand their customers and have a tight focus on where to reach them.
I also liked the new product Burberrry Bespoke Services a multitude of coat styles from it’s own factory in Castleford Yorkshire.

Credit DailyPia, on Flickr CC BY-NC-SA 2.0