Crafting Desire: Real-World Insights into Luxury Marketing Strategies

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Author(s): Pritesh Pradeep Somani (Balaji Institute of International Business, Sri Balaji University, Pune, India)
Copyright: 2025
Pages: 34
Source title: Effective Marketing and Consumer Behavior Tactics for High-End Products
Source Author(s)/Editor(s): Vera Teixeira Vale (University of Aveiro, Portugal)and Adriana Coutinho Gradim (University of Aveiro, Portugal)
DOI: 10.4018/979-8-3693-8739-9.ch010

Keywords: Business & Management / Business Science Reference / Marketing and Consumer Behavior / Operations & Service Management

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Abstract

This chapter explores the complex strategies that luxury brands use to create a sense of desire among consumers. The study emphasizes the comprehensive strategy that luxury brands employ to uphold exclusivity, authenticity, and innovation by combining theoretical ideas with practical insights. Case studies from various markets, particularly Indian luxury companies, demonstrate how the combination of brand storytelling, legacy, and experiential marketing can increase the appeal of a brand. Furthermore, the study investigates the changing dynamics of consumer-brand connections in a progressively digital and ethical age. This highlights the flexibility of luxury brands to adjust their strategy to maintain their appeal while also meeting the contemporary expectations of consumers, including sustainability, cultural significance, and personal engagement.

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Crafting Desire: Real-World Insights into Luxury Marketing Strategies

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