Is price the prerequisite ofbrand equity?

Do not push it

The ultimate commodity?

No gold, lots of inspiration

Luxury = Exclusivity = High price

Luxury = Awareness of the brand = Prestige

Not meant for designer handbags

A (cheap) way to buy a piece of a luxury brand,and a great way to build Awareness

Awareness is NOT = Exclusivity

Awareness and Affordability can backfire

Luxury = Standing out, not Fitting in

High price = High Status = Luxury

Which one will be the symbol of ultimate coolnessin 2015?

Is the costliest also the coolest?

Luxury is not the opposite of Poverty. It is theopposite of Vulgarity.

Good for buzz, only

Bling is out. Luxury can no more be = Excess

High price = High Quality = Luxury

Some brands were built oncompelling affordability

5£ bag = instant icon?

Buy a diamond on the net?

Low prices & “Luxury” buying experience

Low prices & “Carrefour” buying experience

A very different buying experience

The third most respected brand in Germany

Every year, more fakes

When a woman wants to decorate herself

Crisis increase the speed of change