The Presentation is all about different class of people with different desire

1. 
 Luxury branding is a term associated with a business that is concerned
with high-end products.
 In general, global companies are aware of luxury product and services,
 Whereas in India, the concept of luxury branding is appreciated by
very few companies
 The study addresses the reasons as to why the concept of luxury
branding is in its nascent stage in India
Introduction

2. 
 Literature revels that there is a clear difference between social classes
and elite classes and…
 The consumption of luxury is limited to the elite classes
 Luxury goods sector came into being in 19th century with the
introduction of many highly valuable luxury brands.
 Alleres(1990) indicated that luxury goods can be interpreted from a
socioeconomic perspective and puts in a hierarchical form to explain
the three levels of luxury goods based on the degree of accessibility
Literature review

3. Level 1
Inaccessible luxury
Level 2
Intermediate luxury
Level 3
Accessible luxury

4. 
 Level 1 are extremely high priced and offer the owner an exceptional
social prestige
 Level 2 describes a category of luxury products that is attainable by the
‘professional’ socioeconomic class.
 Level 3 describe the products that are accessible easily as compared to the
middle level. The degree of accessibility reflects the social class
Renand(1993)
 Characterized by an extremely high purchase price besides being highly
customized.
 On other hand accessible luxury products can be owned by virtually
everyone.

5. 
Bearden(1995)
 Discuss this relationship and identify two classes of consumer luxury goods
products: private luxury goods and public luxury goods
Keller(2009)
 Describe that luxury branding typically involves the creation of many intangible
brand associations and an aspirational image related to the brands
Silverstein and Fiske(2003)
 Indicates that “the higher the price, the lower the volume”
Weidman(2007)
 Focus of the term ‘luxury’ from the consumer’s perspective.
 It is multidimensional concept which encompasses financial, functional ,individual
and social value components aimed at identifying and conceptualizing the
dimensions which influence the consumers

6. 
Radon (2010)
 Indicates that Dubois and kapferer were among the first to recognize
the importance of international luxury product and brands in academic
literature
Hoffman(2012)
 Has clearly mentioned about china luxury which will be worth an
estimated US$27bn by 2015
Eg. Louis Vuitton one of the luxury brand entered china 20 years ago
Currently has more that 40 stores in china and is building its own
shopping mall in china

7. 
 To understand special reference to Indian companies,
 Secondary meta analysis of the existing literature and email interview
with experts related to luxury brands,
 The responses were collected between may 25 to June 16,2013
 The interview schedule to probe more into the various aspects of
luxury branding
 25 respondent associated with the retail arena in Bengaluru
 Few neighbor places in Karnataka
 5 were contacted directly Others through email
 CEO’s views on luxury markets
Research methodology

9. Based on analysis of qualitative information following factors where
noted:
 Non-necessity
luxury brand is non-necessity and willing to by if they r accessible
 Non-profitability:
Luxury brands in India is still at a nascent stage. Hence luxury brands
cannot hope for profits at this stage
 Awareness of luxury brands
People are aware of luxury brands but have superficial knowledge about
the luxury products

10.  No buying capacity
Very few people buy the expensive luxury brands. And the people who
buy are emotionally attached to the product and not mind paying high
 Aesthetic appeal
Luxury brands also represent exquisite design and esthetic taste
It reflects on the culture associated with brands which appeals to the
people

11. 
 The study reveals that people in India are aware of luxury brands and
are willing to buy luxury brands
 The Indian consumers are very price-conscious and lack a clear
understanding about the element associated with luxury
 People belonging to elite class buy luxury brands as they are
emotionally attached to them even though the brands are high priced
 Luxury brands are also associated with set of philosophy and culture
 Luxury brand companies are still of the view that there is no short-
term growth in luxury segment
 A T Kearney 21 percent rate of growth by 2015 and project a figure of
14.72bn
Conclusion