In order to conceptualize luxury brands, we are going to analyse the world entomology which carries prerogative connotations.
The world luxury comes from ancient Latin “luxus” and its meaning is excess, extravagance. From the old French the world assumes a meaning of lascivouness, sinful self-indulgence.
From Smith onwards, some authors have linked the notion of luxury brands to quality, beauty, sensuality, exclusivity, history, high price and uniqueness. However, we can argue luxury deals with more of a characteristic of a set of attributes.
To understand luxury brand, it is essential to capture the full dimensionality of the relationship among people, products and brands, and the hypothesis given by Karl Popper provides us with an insightful mean to achieve this. In fact, by splitting the brand into three components: the objective is related to the material component, the subjective with the individual, and finally collective with the social components.
In particular, within the marketing context, the connection and interconnection between consumers and marketers is fundamental. The theories on brand relationship put emphasis on the fact that a brand can be considered an active partner in a visual relationship existing between that brand considered and the person.
The consumer value of luxury brands comprise a set of dimensions:
- Financial: reflects the monetary value of the products.
- Functional: it refers to the core products benefits and utilities.
- Individual: it is related to the individual personal orientation towards luxury consumption and notions of materialism, hedonism and self-identity. For instance, it is relevant in this circumstance the Latin quote: “the gustibus non est disputandum” to explain the fact that the person subjective taste is the ultimate answer of a luxury chosen.
- Social: refers to the recognition of a social group to which share prestigious and high valued products and services acquired.
Psychological effects
Certainly it is evident the difference from consumer brands, since luxury brands go behind the concept of materialism and rationality a normal consumer brand carries on in its meaning. A luxury brand is therefore characterised by a further symbolic aspect, which is related to the immaterial and irrational aspect of brand. Moreover, another significant difference that lies in the root of luxury brands, in contrast to mass brands, is that the first do not necessarily have to please to everyone, but they should try to match the consumer preferences of a certain targeted segment. This makes us understand why luxury brands’ industries are interested in the specific to the beliefs that the brands convey to consumers.
As far as concerned, luxury brands do not simply sell a product or service, they sell experiences, and in fact, they create a sort of ritual with their consumers. Therefore, from the experience lived, consumers are more inclined to recognize the “luxury quality” and consequentially they feel part of an exclusive community.
A particular emphasis, therefore, seems to be posed upon the hedonistic and empirical aspect.
Certainly it is evident the difference from consumer brands, since luxury brands go behind the concept of materialism and rationality a normal consumer brand carries on in its meaning. A luxury brand is therefore characterised by a further symbolic aspect, which is related to the immaterial and irrational aspect of brand. Moreover, another significant difference that lies in the root of luxury brands, in contrast to mass brands, is that the first do not necessarily have to please to everyone, but they should try to match the consumer preferences of a certain targeted segment. This makes us understand why luxury brands’ industries are interested in the specific to the beliefs that the brands convey to consumers.
As far as concerned, luxury brands do not simply sell a product or service, they sell experiences, and in fact, they create a sort of ritual with their consumers. Therefore, from the experience lived, consumers are more inclined to recognize the “luxury quality” and consequentially they feel part of an exclusive community.
A particular emphasis, therefore, seems to be posed upon the hedonistic and empirical aspect.
- Empirical aspect: that means that the value on the brand itself is primary based upon the experience. An example of experience lived could be that of visiting the store, since consumers pay attention to the first impression they have when entering. For instance, the chosen of exclusive materials, colours, lights, the music reproduced are essential elements in order to re-create an atmosphere that consumers cannot easily forget and that remain in their minds for the special and symbolic experience lived inside. Moreover, the stores are considered as being religious temples where create experiences able to communicate the beliefs of the brand through exhibitions, collaborations and various events.
- Hedonistic aspect: The hedonè, is a an Ancient Greek word meaning pleasure. This mainly refers to the sense of pleasure and satisfaction derived from the specific brand being involved. The hedonistic aspect in fact is completely opposite to the utilitarian aspect, since we may purchase a new Ferrari not because we need it but because it satisfy our desire to have a luxury car. Therefore, the hedonistic aspect is affect-based, since it is pushed also by the emotions that a determined category of luxury brands convey in our spirituality. For instance, some experiments have shown that while a utilitarian value is always driven by a rational sense of purchase, the hedonistic aspect is usually driven by some irrational and feeling-based evaluations.
More than a logo... a visual concept
When talking about luxury brands, people do not recognize a simple logo for the particular graphic and design, because they are likely to relate the brand to a visual concept. Consequentially, this visual concept embodies colours, images, symbols, monograms, concepts and patterns.
In fact, apart from the graphic chosen that can be more or less elaborate, more or less colourful, the key essential of a luxury logo stands in the concept itself. Moreover, the more recognized is the brand, the broader can be the set of icons used. A concrete example is given by Chanel, whose icons that consumer recognize and know are certainly the colours black and white, the number 5 of the perfume and so forth. Therefore, what emerges is that luxury brands iconize themselves consistently by choosing those key symbols and elements that will easy come up to consumers’ minds when they see the actual logo. Luxury brands also refer to a set of categories in the logo itself. For instance, by taking into example the Armani category, the luxury branding adopted is linked to the concept of a way of life, and the vision of the brand is a minimalist way of life, which is reflected from the design of the logo and from the collection.
Certainly another important difference that separate the logos of luxury brands from the consumer brands, regards the changes recorded in history of the actual logos. If we take into account Armani logos, we see that it did not change over the years, as the Nike logo did.
In terms of slogan, it is also evident that luxury brands do not have a slogan that help consumer recognize the brands, because they carry a more profound value and are built on experiences with consumers. However, it is possible that consumers will have the luxury brand clearly defined in their minds because of the effectiveness of the advertising used. Another example is the phrase “Stay with Armani”, repeated more times along the sores or in some advertising campaigns.
How do luxury brands relate to aestheticism?
The word “Aestheticism” comes from ancient Greek “to perceive”, and aesthetic judgment rely on our ability to perceive actively a value or a quality in something. The discrimination of what is beautiful and appealing from what is not, should come from an experience of the outside. In contrast, as concerning the ontological perceptions, the emotions and perceptions on judgments matter are related to the reality of beings, and in the specific with the endurance, if we relate the latter concept to luxury brands.
Aestheticism is related to luxury through the development of taste and appreciation of beauty and refinement.
In fact, in literature has been broadly defined as a behaviour of thoughts and preferences, where the level of beauty was perceived at the vertex of an imaginary pyramid. The aesthetes claimed the superiority of art, whose supreme purpose was the act of beauty.
When talking about luxury brands, people do not recognize a simple logo for the particular graphic and design, because they are likely to relate the brand to a visual concept. Consequentially, this visual concept embodies colours, images, symbols, monograms, concepts and patterns.
In fact, apart from the graphic chosen that can be more or less elaborate, more or less colourful, the key essential of a luxury logo stands in the concept itself. Moreover, the more recognized is the brand, the broader can be the set of icons used. A concrete example is given by Chanel, whose icons that consumer recognize and know are certainly the colours black and white, the number 5 of the perfume and so forth. Therefore, what emerges is that luxury brands iconize themselves consistently by choosing those key symbols and elements that will easy come up to consumers’ minds when they see the actual logo. Luxury brands also refer to a set of categories in the logo itself. For instance, by taking into example the Armani category, the luxury branding adopted is linked to the concept of a way of life, and the vision of the brand is a minimalist way of life, which is reflected from the design of the logo and from the collection.
Certainly another important difference that separate the logos of luxury brands from the consumer brands, regards the changes recorded in history of the actual logos. If we take into account Armani logos, we see that it did not change over the years, as the Nike logo did.
In terms of slogan, it is also evident that luxury brands do not have a slogan that help consumer recognize the brands, because they carry a more profound value and are built on experiences with consumers. However, it is possible that consumers will have the luxury brand clearly defined in their minds because of the effectiveness of the advertising used. Another example is the phrase “Stay with Armani”, repeated more times along the sores or in some advertising campaigns.
How do luxury brands relate to aestheticism?
The word “Aestheticism” comes from ancient Greek “to perceive”, and aesthetic judgment rely on our ability to perceive actively a value or a quality in something. The discrimination of what is beautiful and appealing from what is not, should come from an experience of the outside. In contrast, as concerning the ontological perceptions, the emotions and perceptions on judgments matter are related to the reality of beings, and in the specific with the endurance, if we relate the latter concept to luxury brands.
Aestheticism is related to luxury through the development of taste and appreciation of beauty and refinement.
In fact, in literature has been broadly defined as a behaviour of thoughts and preferences, where the level of beauty was perceived at the vertex of an imaginary pyramid. The aesthetes claimed the superiority of art, whose supreme purpose was the act of beauty.