The Concept of Luxury Brands - Presentation

Klaus Heine, TU Berlin, Lehrstuhl Marketing, Steinplatz 2, 10623 Berlin, Germany, Tel: +49.(0)30.314-29.922,, [email protected], www.marketing-trommsdorff.de Klaus Heine, TU Berlin, Department of Marketing, Steinplatz 2, 10623 Berlin, Germany, Tel: +49.(0)30.314-29.922,, [email protected], www.marketing.tu-berlin.de

Technische Universität Berlin Department of Marketing Professor Dr. V. Trommsdorff

The Concept of Luxury Brands Presentation Vol. 2.0

by Klaus Heine, 28 December 2011


Klaus Heine – The Concept of Luxury Brands 2

The Concept of Luxury Brands

Klaus Heine Technische Universität Berlin Chair of Marketing Steinplatz 2 10623 Berlin, Room ST 1.05 Tel: +49.30.314-29.922 Fax: +49.30.314-22.664 Mobile: +49.176.294.230.62 www.marketing.tu-berlin.de [email protected]

Please feel free to contact me for any feedback or questions you may have!

Definition of Luxury Products and Brands

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mailto:[email protected]�



The Concept of Luxury Brands

www.conceptofluxury.brands.com

What are luxury brands not?

What are luxury brands?


http://www.conceptofluxury.brands.com/�



Objective of this Presentation



in order to differentiate between luxury and non-luxury products and brands

and

to distinguish luxury products and brands from similar concepts such as premium and masstige products and brands



Intensional vs. Extensional Definition

► Intensional Definition by typical characteristics such as high price and superior quality

Extensional Definition

by identifying all luxury brands

in a directory


Heine, K., The Concept of Luxury Brands. In: Luxury Brand Management, No. 1, ISSN: 2193-1208, Technische Universität Berlin, www.conceptofluxurybrands.com.

http://www.conceptofluxurybrands.com/�



Overview about the Approach to Definition

Step 3: Operationalisation

Step 4: Definition

Step 5: Review

Differentiation by market segment

Constantly updating the categorization

Identification of a basic definition of luxury

Luxuries

Luxury arts… Luxury services

Luxury goods…

Result: Broad definition of luxury products and brands

Result: Definition of Luxury Products and Brands

Result: Set of requirements for luxury product characteristics

Step 1: Semantic Analysis

Step 2: Dimensional Analysis

Conc

eptu

al F

ram

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k

Differentiation by area of research

Differentiation by type of relativity Clean air… Color TV

Identification of dimensions by literature analysis and empirical study

Analysis of existing definitions

Selection of types of dimensions / approach to definition






Agenda

• Basic Definition of Luxury • Major Understandings of Luxury by Area of Research & Broad Definition

of Luxury Products • Limiting the Scope of Luxury Products • Operationalization of Luxury Products • Definition of Luxury Products and Brands • Major Types of Luxury Products and Brands • Distinguishing Luxury Products and Brands from similar Concepts • World Luxury Brand Directory





What means Luxury? – Luxury is a relative Term that could refer to almost Anything or Nothing depending on whom you ask.

Luxury Product Marketing Class, Winter Semester 2006/2007

“Luxury stands for exclusivity, excellent quality, rarity, differentiation. I am fascinated by luxury watches, since they are a symbol for the love for the detail. Preferably I also would like to say: "I don’t look for the time, I look for my watch." Typical for a woman, I have already an eye on the shoes of Manolo Blahnik. There are women in New York who take the risk of a surgery in order to fit into these shoes. I wouldn't go that far, because I already have perfect feet.” (Chun-Lan)

“Luxury means to me to have the freedom to set off against the mass – in every way – to maintain a lifestyle that fits me and that is not geared to the mainstream and to social norms. The real luxury for me is to have time and fun with my friends.” (Jasper)

“The only luxury good I own is my car. It’s a Volkswagen Polo. This is also something not everyone can afford.” (Constantin)

Source: Statements of the participants of the seminar “Luxury Product Marketing” at the department of Marketing at TU Berlin, winter semester 2006/2007.

Basic Definition of Luxury




Ordinary Luxury Necessity

„Bad“ (vs. “Good”) Desirable

Luxury is anything that is desirable and more than necessary and ordinary.

Necessity Luxury






Source: According to Sacharidou, The Evolution of Luxury Market, LVMH 2006, p.4.

1960 • Stereo sound

systems • 35-millimeter

cameras • Warhol

lithographs

1970 • Designer jeans • VCRs • Solar homes

exemplars

1980 • Vacation homes • BMWs • Microwave

ovens • Junk-bond

portfolios • PC’s • Champagne

1990 • Internet stocks • Palm Pilots • Cell phones • SUVs

2000

1900 • Model T cars • Pianos • Radios • Hand-cranked

Victorians

1910 • Fur hats • Electric clocks • Fountain pens • Cadillac's • Kodak cameras • Transatlantic

travel

1920 • Fur coats • Movie “talkies” • Gin • Vacuum

cleaners • Washing

machines

1930 • Baseball tickets • Canned foods • Indoor plumbing

1940 • Televisions • Air travel • College degrees • Refrigerators

1950 • Color televisions • Credit cards • Visits to

Disneyland • Convertibles

• Flat-screen monitors

• Maybach • Yachts

2050 • Space tourism? • Transatlantic

travel? • Eternal youth?

From 1900 to Today to Future – How Definitions of Luxuries change




The Types of Relativity: The Relativity of Luxury splits into a Regional, Temporal, Economic, Cultural and Situational Relativity.

Economic Relativity

Regional Relativity

Temporal Relativity

Situational Relativity

Cultural Relativity

Hierarchic Relativity






These Types of Relativity can be used to determine a General Perspective from which Luxury should be defined within the Field of Luxury Brand Management.

Economic Relativity

Regional Relativity

Temporal Relativity

Situational Relativity

Cultural Relativity

Hierarchic Relativity

perspective: normal conditions

perspective: present time

perspective: global

perspective: upper class

perspective: representative for the entire society in developed regions






Accordingly, the Basic Definition of Luxury may be complemented as follows:

Luxury is anything that is desirable and which exceeds necessity and ordinariness. As a general rule, this is defined from a global perspective, for the

present and for normal conditions. While the exclusivity of resources is evaluated by the entire society, the desirability of resources and the appearance

of luxury are determined by the upper class.






Based on the Extended Basic Definition, there are many Resources that can be differentiated from Luxury:

Example of Non-Luxury Type of Relativity Explanation

Clean air Regional relativity A luxury in Jakarta, but not from the perspective of most people

Color TV Temporal relativity A luxury in the 1950’s, but not from today’s perspective

VW Polo Economic relativity A luxury for a student, but not from a gross-societal perspective

Gold teeth grill Cultural relativity A luxury in the hip-hop scene, but not from the perspective of the upper class

McDonald’s Hamburger Situational relativity Might be a luxury after a strict diet, but not under normal circumstances


Accordingly, the extended basic definition limits the scope of luxury from almost anything to a more reasonable level and therefore already helps to dissolve a large part of the controversies about the

definition of luxury.





Agenda







“Luxuries” correspond to the Philosophical-Sociological Understanding and the broadest Scope of Luxury.

Everything we can think of – “Luxuries comprise all

resources which are desirable and exceed what is necessary

and ordinary.”

Major Understandings of Luxury by Area of Research

Luxuries are not necessarily marketable, which means that we can’t necessarily buy/sell them.





Microeconomic Understanding: In Microeconomics the Term “Luxury Goods” is established and mainly refers to entire Product Categories.

2 = High income elasticity (> 1) The demand of (dispensable) luxury goods (also superior goods)

increases relatively stronger than the income.

1 = High price elasticity (> =1) The demand of (dispensable) luxury goods

decreases relatively strongly when prices are rising.

Luxury goods correspond to the micro-economic understanding and the middle scope of luxury, comprising all goods which exceed what is necessary and ordinary, and are suitable

for exchange on the market.

Luxury goods are distinguished from necessary or ordinary goods by consequence-related measures; thus the luxuriousness of any good is not determined by its characteristics, but by peoples’ reaction (changes in demand) to exogenous stimuli:






The Managerial Understanding of Luxury usually refers only to the best Products of a Category: “Luxury Products”.

Luxury products correspond to the managerial understanding and the smallest scope of luxury, comprising all products which exceed what is necessary and ordinary compared to

the other products of their category.

Luxury brands are associated with products which exceed what is necessary and ordinary compared to the other products of their category.

Luxu

ry le

vel

The broad definitions of luxury products and brands can be summarized as follows:

Examples of Non-Luxury Products Criteria No Luxury Products, but. . .

Musical talent, time and true love Philosophical-sociological understanding Luxury resources

Air conditioning and golf equipment Micro-economic understanding Luxury goods






Louis Vuitton, Rolls-Royce …Ariel Motor?! …Are Ariel Race Cars Luxury Products? Ariel offers Functional Luxury :

• The Ariel is a race car for the streets; the driving experience may be “utterly, utterly addictive“.

• The Ariel Atom V8 can cost £150,000. However, it’s not a (classical) luxury product – because it’s made for maximum functioning.

• Same would be true for superior alpine climbing equipment.






Philosophic-sociological Understanding: Luxuries Resources that are desirable and more than necessary and ordinary,

e.g. musical talent, time, and true love

Microeconomic Understanding: Luxury Goods Goods (product categories) that are more than necessary and ordinary

and suitable for the exchange on the market, e.g. air conditioning systems and golf equipment

Managerial Understanding: Luxury Products Products that are more than necessary and ordinary compared

to the other products of their category, e.g. Louis Vuitton bags and Rolls-Royce automobiles

The Understanding of Luxury by Area of Research: Luxury products constitute a Subset of Luxury Goods, which, in turn, form a Subset of Luxuries.






Agenda







Private Luxury Products Public Luxury Products

Limiting the Scope of Luxury Products


Branded Luxury Products Unbranded Luxury Products

B2C Luxury Products B2B Luxury Products

Founder-independent Luxury Products Founder-dependent Luxury Products

Uni-regional Luxury Products Multi-regional Luxury Products

Contemporary Luxury Products Luxury Antiquities Heine, K., The Concept of Luxury Brands. In: Luxury Brand Management, No. 1, ISSN: 2193-1208, Technische Universität Berlin, www.conceptofluxurybrands.com.

Despite its small scope in comparison to luxuries, the definition of luxury products still covers a wide variety of different products. Therefore, and according to the basic idea of definition by reduction sentences, the scope of luxury products is further limited by differentiating the major luxury market segments.

Luxury Products Luxury Real Estate Luxury Services




Luxury Products, Services and Real Estate

Luxury Products Luxury Services Luxury Real Estate

• The managerial luxury understanding usually refers to movable assets (products in the classical sense), as the luxury industry was and is characterized by craftsmanship and engineering (Belz 1994, p. 648; Berthon et al. 2009, p. 50).

• Beyond that, especially luxury real estate forms a distinct luxury segment. Marketing knowledge about products covers a basis for other luxury segments, but still needs to be adapted to their specific characteristics.

“World’s most expensive

apartments at One Hyde Park set to make £1 billion profit.”

No…






Private vs. Public Luxury Products

Private Luxury Products Public Luxury Products

• Instead of public luxuries such as altar pieces or national monuments, the term luxury products usually refers to private luxury, which is owned by a person or a private organization (Sombart 1922, p. 86; see also McKinsey 1990, p. 13).

No…






Branded vs. Unbranded Luxury Products

Branded Luxury Products Unbranded Luxury Products

• Unbranded luxury products are usually made on commission by craftsmen.

• Because of the high relevance of brands in the luxury segment, only branded luxury products are considered (see Kisabaka 2001, p. 104; Vigneron and Johnson 2004, p. 486).

No…






Private vs. Public Luxury Products

B2C Luxury Products B2B Luxury Products

• B2C luxury products, also referred to as personal luxury products, are marketed to end consumers and can be used by a person to enhance his or her personal life (Sombart 1922, p. 86; Reith and Meyer 2003, p. 10; Valtin 2004, p. 186).

• In contrast to that, there is a distinct B2B luxury segment, which includes luxury-specialized suppliers to luxury brands. One such supplier is Peter Bock, a manufacturer of nibs for luxury fountain pens.


“Peter Bock AG has been crafting the finest pen nibs

since 1939.”

No…





Founder-independent vs. Founder-dependent Luxury Products

Founder-independent Luxury Products Founder-dependent Luxury Products

• Only founder-independent luxury products are considered, which means that the existence of brands and the manufacturing of products should not depend on the life of their creators. The manufacturers of luxury products should possess a distinct brand personality and at least the capacity for infinite business operation.

• Although an artist could become a brand, these requirements are not fulfilled as he or she may only create founder-dependent products. Compared to other products, the luxury art market follows very specific rules and therefore forms a distinct luxury segment.

• The same is true for other industry segments such as (star) architect offices and the relatively complex and fast-changing market of (fashion) designer products.


No… Founder-dependent luxury by Alexander Vethers

Source: www.alexandervethers.com, http://www.margarethe-illustration.com, Heine, K., The Concept of Luxury Brands, TU Berlin, www.conceptofluxurybrands.com.

http://www.alexandervethers.com/�

http://www.margarethe-illustration.com/�




Typical Founder-dependent Luxury: The vast Amount of Luxury Fashion Designers, who set up their Business within the last Years.


Founder-dependent Luxury Products





Uni-regional vs. Multi-regional Luxury Products

Uni-regional Luxury Products Multi-regional Luxury Products

• Uni-regional luxury products are only available in specic regions.

• For instance, shopping in the KaDeWe is only possible in Berlin and spending the night in Le Meurice is only possible in Paris.

• However, many uni-regional luxury brands have the potential to become global. For instance, the luxury group Hilton developed the New York-based Waldorf Astoria into a global luxury hotel chain.


No…





Contemporary Luxury Products vs. Luxury Antiquities

Contemporary Luxury Products

• With reference to temporal relativity, only new products are considered.

• Luxury antiquities (including antique cars) form a distinct luxury segment.


Luxury Antiquities

No…





Complementing the Broad Definition of Luxury Products


Luxury products correspond to the managerial understanding and the smallest scope of luxury not comprising services or real estate, but

products which exceed what is necessary and ordinary compared to the other products of their category. These products are branded,

founder-independent, multi-regional, contemporary and possessed or used by a person to enhance his or her personal life.

Based on these limitations, the broad definition of luxury products can be complemented as follows:





Examples of Non-Luxury Products

Examples of Non-Luxury Products Criteria No Luxury Products, but. . .

Penthouse at the “One Hyde Park” in London Movable assets Luxury real estate

Luxurious built-in cupboards made by a carpenter for his client Branded products Unbranded luxury products /

commission work

Cologne Cathedral Private luxury products Public luxury products

Peter Bock quills for luxury fountain pens B2C luxury products B2B luxury products

“Garçon a la pipe” by Pablo Picasso Founder-independent products Luxury art

Badminton Cabinet from 1732 and Bugatti Royale Type 41 from 1931 Contemporary products Luxury antiquities

Staying at Le Meurice in Paris Multi-regional luxury products Uni-regional luxury products






Agenda







Characteristics of Luxury Products

Symbolism

Price

Quality

Extraordinariness

Rarity

Aesthetics

Price as a benefit

Quality as perception

Symbolism as major benefit

ESP instead of USP

Stimulation as a main benefit

Limitation and Individualization

The Analysis of 31 in-depth Interviews led to a Consumer-oriented Definition of Luxury Products

Operationalization of Luxury Products





Eccentric Selling Proposition (ESP): Case Study Silk Production

• “Earlier the main exports of silk cloth, at first restricted to the nobility, had been from Bologna, Lucca and other Italian towns. They had developed the mechanical reeling of silk using water power, apparently developing a Chinese model, while the French industry at Lyon operated at a less sophisticated level.

• But the French court started to invite silk manufacturers from Lyon every six months to discuss future designs. By the time that their patterns had been produced and the Italian manufacturers had set up their looms to copy them, the French court was about to place its next order for a new pattern. So the Italian manufacturers were never able to catch up, leading to the collapse of the weaving industry, and eventually of the production of yarn, in Bologna and elsewhere.

• It was not the appearance of change, of new fashion, that was remarkable but the way that change was regularly established and the effects this had on industrialized production which were remarkable. It rivalled, and set the pattern for, today’s annual fashion shows in Paris, Milan, New York, London and other capitals, shows that are marketplaces for the costumes of the rich but which also set the terms for production for the masses, who with socio-economic developments have now been drawn in to the frequent dictates of fashion” …. “After that time, fashion and ‘taste’ took over the role of distinguishing the elite, with the whole process becoming more complex when this occurred.”


Source: Goody, J. (2006) From Misery to Luxury. In: Social Science Information, Vol. 45, Issue 3, p. 344 et seq.; Heine, K., The Concept of Luxury Brands., TU Berlin, www.conceptofluxurybrands.com.




Characteristics of Luxury Products

Symbolism

Price

Quality

Extraordinariness

Rarity

Aesthetics

Price as a benefit

Quality as perception

Symbolism as major benefit

ESP instead of USP

Stimulation as a main benefit

Limitation and Individualization

The Analysis of 31 in-depth Interviews led to a Consumer-oriented Definition of Luxury Products






Symbolic Meaning of Luxury Products & Emotional Branding: Product Recommendations without Products

Source: Spiegel Neon/Modeheft (2009), April, p. 22.




Symbolic Meaning of Luxury Products & Emotional Branding: Product Recommendations without Products

Source: Spiegel Neon/Modeheft (2009), April, p. 16 & 18.




The Most Important Ingredients of a Luxury Brand: Emotions & Image

Communication, Know-how,

Image

Production costs

Margin

Dior

Source: Lebas/Israel-Russo/De Gouyon (1990) Stratégies de luxe. Jouy-en-Josas: Groupe HEC, p. 48; Heine, K., The Concept of Luxury Brands., TU Berlin, www.conceptofluxurybrands.com.





Symbolic Meaning of Luxury Products & Emotional Branding: Aldi vs. Monoprix

Aldi Monoprix

If products at Aldi say anything at all, they may say “I’m cheap and cheerful” or the butter may say “I’m a butter” and the cookies may say “We are cookies” – while luxury products

seem to be real chatterboxes.






A typical Exemplar of a Luxury Product: The “Kiss Kiss Or & Diamants“ by Guerlain

Source: Trommsdorff/Heine (2008) Das Marketing von Luxusprodukten. In: WISU, Issue12., pp. 1669-1674; Heine, K., The Concept of Luxury Brands., TU Berlin, www.conceptofluxurybrands.com.

Price

Quality

Extra- ordinariness

Rarity

Aesthetics

Symbolism

Constitutive Characteristics of Luxury Products

45,000€

Made of diamantes and precious metals by a

French goldsmith

Classic, time-less design; helps to conceal signs of aging,

to be free of duties and limitations of space and time; its design helps to forget its

purpose

Only 100 pieces; personal lip stick color and gravure

Design and brand image

Reminds on 3 dices





What do we have to do with that Chair to create a Luxury Product?

Heine, K., Phan, M., Trading-Up Mass-Market Goods to Luxury Products. Australasian Marketing Journal, Vol. 19, 2/2011, pp. 108-114.




The Constitutive Characteristics of Luxury Products

Major Characteristics

Quality

Price

Aesthetics

Rarity

Symbolism

Extraordinariness

Manufacturing Characteristics

Expertise of manufacturer Manufacturing complexity

Abstract Product Characteristics

Durability & Value

Comfortability & Usability

Functionality & Performance

Safety

Aesthetics

Extraordinariness

Symbolism

Concrete Product Characteristics

Material & Components

Service

Construction & Function principle

Workmanship

Features

Product size

Rarity

Price






The Variety of possible Results

Heine, K., Phan, M., Trading-Up Mass-Market Goods to Luxury Products. Australasian Marketing Journal, Vol. 19, 2/2011, pp. 108-114.




Influencing the Associations about the Luxury Brand Characteristics by Segment-specific Marketing-Mix Strategies

Quality Price Rarity Extra-ordinariness Aesthetics Symbolism

(brand personality)

Super-superlative priced products

Memberships in recognized associations

Product policy

Distribution policy

Communication policy

Flagship stores Iconic products

Selective distribution Communication of the luxury brand personality

Catwalk shows

Quality leadership

Celebrity endorsement Waiting lists

Superlative pricing strategy

Price policy

Regular price increases






Agenda







The Definition of Luxury Products

• The operationalization relies on a literature analysis and an empirical study (as outlined in the paper). The results suggest that consumers perceive that luxury products have six major characteristics including price, quality, aesthetics, rarity, extraordinariness and symbolism (as explained above). In that way, the operationalization helps to decide for most products if they are part of what is meant by the term "luxury product" (see also Kromrey 2009, p. 110).

• The definition of luxury products can be summarized as follows:


Luxury products have more than necessary and ordinary characteristics compared to other products of their category, which include their relatively high

level of price, quality, aesthetics, rarity, extraordinariness, and symbolic meaning.





The Definition of Luxury Brands

• Luxury brands are highly associated with their core products. • This is reflected by the existing definitions of luxury brands, which define luxury brands by specific

associations about product characteristics (e.g. Meffert and Lasslop 2003, p. 6; Büttner et al. 2006, p. 12; Valtin 2004, p. 30).

• The essential characteristics of luxury products therefore correspond largely with those of luxury brands and lead to the following definition:


Luxury brands are regarded as images in the minds of consumers that comprise associations about a high level of price, quality, aesthetics, rarity and specialty.





Agenda







The Relationships between Luxury Products and Brands

Luxury Products

Luxury Brands

Non-Luxury Brands, but (at least) Luxury Product Brands

Non-Luxury Products

Luxury Products Non-Luxury Products

Luxury-branded Products

Non-Luxury- branded Products

Major Types of Luxury Products and Brands





The Relationships between Luxury Products and Brands

Luxury Product Brands






Con- noisseur brands

Star brands

Types of Luxury Brands by Level of Luxury, Business Volume and Awareness

Small-scale brands

Medium-scale brands

BIG player

Micro

Large-scale brands

GIANT player

Entry-level luxury brand

Elite- level

Top-level Luxury brand

Medium-level Luxury brand

By Level of Luxury By Business Volume By Awareness + -

+ -

-

+






Agenda







54

Categories of Luxury Brands

Price Setting Inter- and Intra-categorical

Risk reduction and information efficiency

Premium Trade Brand

Generic Manufacturer‘s

Brand

Premium Manufacturer‘s

Brand

Luxury Manufacturer‘s

Brand

Trade Brand

Ideational Benefit Dominating Brand Benefit

Distinguishing Luxury Brands from similar Concepts

Source: According to Meffert/Backhaus/Becker (2003) Luxusmarkenstrategie, p. 6; Heine, K., The Concept of Luxury Brands., TU Berlin, www.conceptofluxurybrands.com.




55

Differentiation to Masstige („New Luxury“)

Premium Manufacturer‘s

Brand

Masstige

Luxury Manufactur-

er‘s Brand

Acce

ssib

le

Inte

rmed

iary

In

acce

ssib

le

For t

he b

road

er p

opul

atio

n:

Examples

Source: According to Meffert/Backhaus/Becker (2003) Luxusmarkenstrategie, p. 6; Heine, K., The Concept of Luxury Brands., TU Berlin, www.conceptofluxurybrands.com.

Ideational Benefit Risk reduction and information efficiency Dominating Brand Benefit

Price setting Inter- and Intra-categorial





Luxury brands

Masstige brands

Premium brands

Medium- level brands

Luxury Brands vs. Masstige Brands vs. Premium Brands

Product / Brand Characteristics Prestige

Price Quality Rarity Extra- ordinariness

Aesthetics Symbolism

top

low Prada






Luxury vs. Premium Products and Brands – Mercedes vs. Lexus

There is also an essential difference between these types of brands: while premium brands focus especially on functional characteristics, luxury brands put much more effort

into creating symbolic meaning. For instance, Lexus entered the US market with the objective of growing by taking customers away from Mercedes, which was identified as its

major competitor. Therefore, they took the Mercedes E Class as the model to overtake and developed a car with a similar design and even superior technical features that was

only sold for about half of the price. Lexus generated high growth rates in the U.S. However, they still focused very much on functionality and even emphasized their car`s

value-for-money, and also had no vision or story to tell – which clearly positions Lexus as a non-luxury brand (Kapferer and Bastien 2009b, p. 316).






Agenda







Intensional vs. Extensional Definition

Intensional Definition by typical characteristics such as high price and superior quality

► Extensional Definition

by identifying all luxury brands

in a directory

The World Luxury Brand Directory

Heine, K. (2011) The World Luxury Brand Directory, ISSN: 2193-5440, Technische Universität Berlin, www.worldluxurybranddirectory.com.

http://www.conceptofluxurybrands.com/klaus-heine�

http://www.worldluxurybranddirectory.com/�



Directory of Luxury Brands: www.WorldLuxuryBrandDirectory.com

The collection of luxury brands in a directory helps testing and enhancing the definitions of luxury products and brands.

The World Luxury Brand Directory

Heine, K. (2011) The World Luxury Brand Directory, ISSN: 2193-5440, Technische Universität Berlin, www.worldluxurybranddirectory.com.

http://www.conceptofluxurybrands.com/klaus-heine�

http://www.worldluxurybranddirectory.com/�

Klaus Heine, TU Berlin, Lehrstuhl Marketing, Steinplatz 2, 10623 Berlin, Germany, Tel: +49.(0)30.314-29.922,, [email protected], www.marketing-trommsdorff.de Klaus Heine, TU Berlin, Department of Marketing, Steinplatz 2, 10623 Berlin, Germany, Tel: +49.(0)30.314-29.922,, [email protected], www.marketing.tu-berlin.de


Thank you! Questions? [email protected]