Luxury Brand: Seven Elements Forging Brand

A few days ago, Gucci, Chanel, Prada, Cartire, Dior and other luxury brands in the mainland market set off a round of price upsurge.

Judging from the long queues at the discount stores, luxury goods in China's consumer market are still promising.

Among them, the brand's enduring charm is the key to attract people to come.

"Building high-end.

It's very interesting that if the high-end brands are well managed, they can make the operators very rich. The key to the problem is how to build high-end brands from a commercial perspective. "Michel Gutsatz, vice president of KEDGE School of business in France Marseille, and Michel Gutsatz, director of MBA and EMBA projects, is a leading scholar and strategist in the field of luxury goods in France, whenever passing the luxury brand.

Michel Guzez will take a picture at hand. In his opinion, every brand will tell consumers directly or indirectly by means of display, and even competitors. If we observe them for a long time, we will find many of them.

On the one hand, part

Enterprises are experiencing the pformation process from OEM-ODM-OBM, and brand building has already made a difficult first step.

On the other hand, when 80 is gradually becoming the intermediate force of high-end brand consumption.

In the eyes of many professionals, China is not short of good products, but scarcity is the brand strategy and management system of the system.

In June 2nd, on the forum of "high-end Chinese brands" held by the Shanghai Jiaotong University and the French KEDGE business school jointly with the business school, Michel Guzez went to a "public class" on how to brand the high-end, and pointed out the "6+1" elements of creating luxury brands.

Michel Guzez's "6+1" is the basic element of a successful luxury high-end brand.

"6" refers to the brand's cultural background, brand design concept, technology and quality, the passing of time, and the relationship between elite groups in different periods, as well as relatively high prices.

However, smart readers will find it difficult to collect these six elements. Unfortunately, high-end luxury brands belonging to China are hard to find on the world luxury stage.

In this regard, Michel Guzez accepted the "International Financial Daily" reporter's interview with the outspoken saying, "the key is in +1, this is to have a unique brand management capability, and this condition is relatively weak in China's high-end brand building."

In Michel Guzez's view, "+1" refers to the high-end brand management ability, which is different from the ordinary brand management, which includes the forging of six abilities: brand identity image and brand value proposition; management of brand image; establishment of its own products and services; selection of distribution channels; Determination of retail outlets; and pricing.