Strategic marketing-CSR
What is "BLI"
Brand Luxury Index
What are the 4 Ps of marketing?
Product, Price, Place, Promotion.
Are luxury services tangible or intangible?
Intangible.
What does “HENRY” stand for?
High Earner, Not Rich Yet.
What does “glocalization” mean?
Global brand adapted to local culture.
What is Kapferer’s Identity Prism used for?
To define and analyze a brand’s identity through six facets.
In luxury, what’s usually added to make it 7 Ps?
People, Process, Physical Evidence.
What makes luxury service special?
It’s personalized and co-created with the client.
In Han’s typology, who buys luxury to show off?
Parvenus.
What is “Guanxi” in Chinese culture?
Personal relationships built on trust.
Explain the main difference between a luxury offer and a premium offer.
Luxury = symbolic, heritage-based, timeless, controlled
Premium = functional, quality-based, trend-driven.
What is Kapferer’s Identity Prism used for?
To describe a brand’s personality and image.
Give one example of exclusivity in services.
Private access, limited clients, invitation-only events, etc.
Who are “Patricians”?
Rich people who buy quietly and don’t show off.
Name one big trend in China’s luxury market.
She-economy, gender fluidity, or national pride (Guo Chao).
What’s one CSR action a luxury brand can take?
Use sustainable materials / Treat workers fairly / Support charities.
What is “selective amnesia”?
When a brand forgets bad parts of its past.
Name one digital luxury tool.
Website, app, social media, AR mirror, etc.
What does CSR mean?
Corporate Social Responsibility.
Give one example of a brand using its heritage.
Hermès (craftsmanship), Dior (founder’s style), Chanel (Coco’s legacy).
What’s the goal of digital marketing?
To connect and build relationships with customers online.