Its all about the branding trends for the luxury brand in the internet. The presentation will explain the present scenario of luxury brand in the online media and what are the practical difficulties and challenges of marketing the luxury brand in online or digital media across the globe.

1. BY -Uché Okonkwo

2. The meaning luxury.
Use of internet for branding luxury product.
Benefits of internet as medium.
The possible impediments of combining internet
with luxury.
The challenges of luxury branding on the internet.
The possible ways to overcome the challenges in
luxury branding.

3.  Luxury is neither a product, service or a object nor it is
concept of life style .
 It is an identity , a philosophy and a culture.
 It is symbol of superiority.
 It helps the royals, nobels and aristocrats to maintain
distance from the lesser privileged.
 It helps a man to show distinction from others.
 People uses luxurious products to be
admired,recognised , appreciated an to be respected
by others by differentiating himself through his
possession.
 To achieve certain position in the society.

5.  availability to a mass consumer base.
 global reach.
 pull marketing approach.
 physical contact with the goods and human
contact with the sellers.
 Low switching cost.
 fast and convenient.
 more product variety and access to viewing
them.
 availability and accessibility
 irrespective of time and location

8.  Luxury is –
 Exclusive.
 Distinct.
 Elite .
 Inaccessible.
 Cult of designer.
 High quality.
 Risk of over exposure.
 On the surface, the above mentioned characteristics
of luxury do not seem to be compatible with the
main features of the Internet, which include mass
access and mass appeal.

11.  The first problem the company is facing in
adopting internet is due to their corporate
orientation.
 The luxury brand are accustomed to
functioning in a manner that is unaccustomed
to radical changes.

12.  Give importance to internet in corporate
planning.
 Should have separate internet department.
 They have assigned personnel with technical
skill, but it should be executed by the skilled
capable manager who can integrate the
internet department as compliment to the
marketing, branding, communication
department.

13.  The luxury companies approach the internet
simply as a channel of communication.

14.  The luxury brand at first have to separate
advertising from communication because
advertising is one way & internet require
interactive communication where the
receiver is engaged in 360 degree
conversation.

15.  Effective representation of brand essence
online through the companies websites.

16.  Current pattern is that using strong visuals through
flash animation, product images, music and more
recently downloads.
 Luxury brands should try to have a balance
approach towards web design dimensions like
usability, design, aesthetics as well as creation of
webmosphere.
example-

17.  Positioning of luxury brand in the cyberspace.
 That includes- forums, blogs, communities,
networks, 2D & 3D platforms.
 Because the control of brand image is currently
shared with online consumers.

19.  Segmentation and profiling the online
consumer.
The companies have to find out how their
online attitudes are reflected in their offline
relationship with the brand.

21.  The challenge is related to e-retail.
 The 2 important questions are –
 what to sell ?
 how to sell ?
 whether to make the luxury website access
open or restricted .

22.  So, the companies have to recreate the store
design in such a way that the clients are immersed
in the brand universe.

23.  The luxury brands became more fashionable
in the internet.
 Because internet has more wider audience,
more option an it is more comfortable for the
customer.
 Internet is a very powerful engine that drive
the fashion forward .
 So the key for the luxury brand is to provide
an experience that is complimentary
irrespective of the option.