More on Luxury Anti-Laws of Marketing



In 1989 Ford bought the Jaguar brand, symbol of British luxury worldwide, endowed with heritage, status, glamour, prestige, almost a cult brand with iconic models, for 2.2 billion dollars. Nine years later, on March 26th 2008, after having spent 6 billion dollars [15], Ford sold it to the Indian conglomerate Tata, along with another mythical British brand – Land Rover – for 2.3 billion dollars. As Land Rover brand was estimated at 2.5 billion dollars, it means that Jaguar brand was just given for free: meanwhile it had lost its pricing power, its glamour and was still not profitable. Surely there are many causes of such a failure: a brand turn over is a difficult endeavor.


Brand Personality Brand Management Price Point Price Power Luxury Brand 


Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.


  1. 1.
    Ameldoss, W./Jain, S. (2005): Pricing of conspicuous goods, in: Journal of Marketing Research, Vol. 42, No. 1, pp. 30-42.Google Scholar
  2. 2.
    Bourdieu, P./Nice, R. (1987): Distinction: a social critique of the judgement of taste. Harvard University Press.Google Scholar
  3. 3.
    Chadha, R./Husband, P. (2007): The cult of the luxury brand. Nicholas Brealey Ed.Google Scholar
  4. 4.
    Chevallier, M./Mazzalovo, G. (2008): Luxury Brand management, Wiley.Google Scholar
  5. 5.
    Chitturi, R./Raghunathan, R./Mahajan V. (2008): Delight by Design: The Role of Hedonic Versus Utilitarian Benefits, in: Journal of Marketing, Vol. 72, No. 3, pp. 48-63.CrossRefGoogle Scholar
  6. 6.
    De Barnier, V./Falcy, S./Valette-Florence, P. (2012): Do consumers perceive three levels of luxury? A comparison of accessible, intermediate and inaccessible luxury brands, in: Journal of Brand Management, February, pp. 1-14.Google Scholar
  7. 7.
    Dubois, B./Laurent, G./Czellar, S. (2001): Consumer Rapport to Luxury, Consumer Research Working Paper, No. 736, HEC , Jouy en Josas.Google Scholar
  8. 8.
    Ipsos (2011): World Luxury Tracking, HEC Conference, Paris, May 2.Google Scholar
  9. 9.
    Kapferer, J-N. (1998): Why are we seduced by luxury brands, in: Journal of Brand Management, Vol. 6, No. 1, pp. 44-49.Google Scholar
  10. 10.
    Kapferer, J-N./Bastien, V. (2009): The Luxury Strategy: Break the Rules of Marketing to build Luxury Brands, Kogan-Page, London.Google Scholar
  11. 11.
    Kapferer, J-N./Laurent, G. (2012): Is there a minimum price for luxury products ?: a multisector international empirical study, HEC Research Paper, HEC Paris.Google Scholar
  12. 12.
    Karpik, L./Scott, N. (2010): Valuing the unique. Princeton University Press.Google Scholar
  13. 13.
    Silverstein, M./Fiske, N. J. (2003): Luxury for the masses, in: Harvard Business Review, Vol. 81, No. 4, pp. 48-57.Google Scholar
  14. 14.
    Stones, J. (2004): Crushed under the weight of car giants, in: Marketing Week, 23 September, p. 24.Google Scholar
  15. 15.
    Strach, P./Everett, A.M. (2006): Brand corrosion, in: Journal of Product & Brand Management, Volume 15, No. 2, 2006, pp. 106–120.CrossRefGoogle Scholar
  16. 16.
    Tabatoni, O./Kapferer, J-N. (2010): Is Luxury Really a Financial Dream, HEC Research Reports, CR 935/2010, HEC Paris.Google Scholar
  17. 17.
    Vigneron, F./Johnson, L.W. (1999): A review and conceptual framework of prestige seeking behavior, in: Academy of Marketing Science Review, Vol. 3, No. 1.Google Scholar
  18. 18.
    Wiedmann, K.P./Hennigs, N./Siebels, A. (2007): Measuring Consumer Luxury value perception: across cultural analysis, in: Academy of Marketing Science Review, Vol X, No. 7.Google Scholar

Copyright information

© Springer Fachmedien Wiesbaden 2013

Authors and Affiliations

  1. 1.Neuilly/SeineFrankreich
  2. 2.VersaillesFrankreich

Personalised recommendations