Question

Topic: Student Questions

Branding

Posted by Anonymous on 3/2/2010 at 12:13 PM ET 50 Points
hi,

I am considering a dissertation topic on luxury branding , but i am yet not sure how to go about it. i found a interesting article on "Masstige branding recently , and have deep interest in knowing consumer perception towards Masstige brands and does Masstige brands lead to brand dilution of luxury brands. An example to understand Masstige branding( Masstige brands = luxury brand for eg, BMW launched its BMW 1- series..which has a lower price range which could be afforded by the masses and at the same time gives luxury status of owing a traditional luxury brand (BMW)...) i want to know consumer perception towards this & does this lead to brand dilution...please let me know how this topic is for my master level dissertation...i am not get much articles on this..please help me with some relevant articles on this topic.

thank you.
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  • Posted by Clare Mckee MA on 3/5/2010 at 4:35 PM Accepted
    I'm pretty sure the average consumer wouldn't have a clue what a masstige brand was or overanalyse their attitudes towards it.
    However the availability of a prestige product that matches their price point in a luxury brand range suits brand and consumer. It would be hard to find evidence to dispute this.
    Perhaps services might be different; an example being flying first class and economy where people may 'see' themselves as only ever falling into one category. Is there a middle ground, probably but it might best suit buyer and seller to keep the distinctions and price points as wide apart as they are [certainly here in UK]
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