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Navigating the future of high end: unlocking insights for superior brand equity in the Western European premium & luxury market by investigating emerging trends
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Orientador(es)
Resumo(s)
Emerging trends in consumer perception have the power to disrupt whole industries, especially
in the luxury and premium sector, where positive brand equity is a crucial part of the value
proposition. This study provides insights into emerging consumer trends in the high-end market
and suggests strategic recommendations for managers to enhance brand equity. It proposes
brands take a more orchestrative approach to storytelling, extend into multi-branded universes
and build their consumer journey around the digital-first approach of consumers.
Descrição
Palavras-chave
Luxury consumer behavior Conscious consumerism Personalized marketing strategies Digital transformation in consumer journey CEMS MIM