1 It is imperative for a luxury brand that wants to remain competitive in the market to understand everything about its consumers.
2 It is possible to successfully extend a luxury brand into several sub-categories without diluting the brand equity. This strategy however requires meticulous crafting, implementation and management.
3 Brand and product stretching beyond 'traditional' luxury goods categories is a viable strategy but needs effective management and an alignment of all the brand elements across all the offerings.
4 Movie and celebrity endorsement is an effective brand communications and marketing promotions strategy.
5 The Brand Value of a luxury brand is directly linked to the total offerings of the brand and not through the accessibility of the products.
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