That is why we came up with these 7 steps for premium positioning which can be used to position a brand or a product as a premium item. Brand positioning & storytelling for niche luxury brands. Instead of thinking in terms of your brand, it is all about thinking about the position you hold in the mind of the consumer, your customer or potential customer. Brand positioning is where corporate egos need to … Brand positioning occurs on two levels: 1 The Broad level of positioning. French fashion house Louis Vuitton has seen its value rise by 41% to $41.1bn in 2018, making it the best-performing luxury brand in the top 100 at number 26 and one of this year’s top 20 fastest risers. Here are some of the examples of renowned brand positioning strategies. The company offers it products at a premium pricing but has a very high demand because of … Luxury brands that have successfully maintained their positioning for decades have used their provenance and leveraged near mythical brand stories to maintain brand distinction, but continued researching the market and changing trends regularly, and encouraged customer feedback to maintain relevance give examples. New luxury brand positioning strategies often combine a high perceived prestige with reasonable price premiums in order to attract middle-class consumers. Luxury Brand Positioning ← Back to blog. Comparison of brand positioning between luxury goods vs essential goods. Or perhaps you have an existing brand that needs repositioning? Everything from handbags to handkerchiefs sport logos from Burberry, Christian Dior and Chanel. What is a luxury brand? These strategies are radically different from those implemented by traditional luxury brand owners, who maintain a strict consistency between perceived prestige and price premiums so as to preserve their brand's exclusivity. In consumer goods, it’s Louis Vuitton and expensive couture fashion. If loyal luxury customers see their same bag everywhere, the magic is over. Tesla. Meanwhile, Gucci’s 66% increase sees the Italian brand climb an impressive 26 places to 54th in the ranking with a value of $22.4bn. This has been empirically fine tuned through time by those luxury brands that dominate the pantheon worldwide: Louis Vuitton, Chanel, Gucci, Hermès, Ferrari, Rolex and so on. Luxury brands clearly desire to occupy a position characterized by 'high-end, expensive and well-crafted products', in the consumer's mind. Examples of Brand Positioning. Tesla is a luxury brand which is known for innovation. Expert Answer 100% (1 rating) answer- Brand Positioning means how a brand creates and position its image in minds of target customers. Luxury Brands and Mass consumer brands, how they are different in terms of their brand identity, positioning, attributes, target market and brand building process. Brand positioning of brands selling Luxury goods and Essential goods completely differs. Does your brand need a strong brand positioning, personality and vision? 2 The Narrow level of positioning. Note that if your item is luxury and not premium, then we already have an article on how to market a luxury product or brand. Positioning is marketing in reverse. A clear example of how a company can move across segments is Michael Kors, that after a huge expansion across many channels (mostly department stores), the “brand” was damaged. Luxury is a business model. • Brands positioning or brand’s perception evolves. 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