1. A symbol of wealth

The brand charm of luxury brands is wealth and luxury. Luxury comes from the Latin word for “Lux”. Therefore, luxury goods should be shiny, bright and enjoyable. Luxury goods convey these contents through their brand visual identity system. From a sociological perspective, luxury goods are items belonging to the aristocratic class. It has status, identity, and privileges that are superior to others. It is a representative of the image of nobility. Although society is becoming democratized today, people's "view of wealth" has not changed. Luxury brands can just meet people's instinctive needs.

In the eyes of Western consumers, the British "Rolls-Royce" car has a symbol of aristocratic cars. The extra-long "Phanton" launched in 1925 was selected by the Queen of England as a special car and used as a guide car to receive foreign heads of state. The Cuban "Romeo" brand, which has exclusively supplied cigars to the United Kingdom since 1875, later created the "Churchill" model with the length (7.48) of Prime Minister Churchill's favorite cigars, and it has long been a world-famous cigar. So it can be said with certainty that the “wealth” element is the core value of luxury brands.

2. Show beauty

Luxury goods must be the most beautiful products. No matter how many kinds of aesthetic consciousness people have, there is only one kind of appreciation for luxury goods, and that is "praise when you see it". The products served by luxury brands must be "the most advanced". This "superlative" must be reflected in everything from appearance to quality. The high-end nature of luxury goods should be visible. It brings glory to its owner precisely because people marvel at its beauty and luxury. Therefore, luxury goods should provide more "visible value" - making people look good. Those who buy luxury goods are not pursuing practical value at all, but are pursuing the "best" feeling for all mankind.

The same is true for "Vacheron Constantin" watches; the same is true for "Dior" fashion. "Cartier" jewelry, born in Paris in 1847, not only represents class, wealth, nobility and taste, but is also a symbol of eternal beauty. The Italian "Bulgari" jewelry brand initially followed the rigorous style of the French academic school, but in 1934, it integrated the essence of Greek and Roman classicism, adding the forms of the Italian Renaissance and the 19th century Roman goldsmith school. Gradually interpreting its own unique luxury classics. Therefore, products without aesthetic enjoyment are not luxury goods.

3. Outstanding personalization

Luxury brands are often proud of themselves. They constantly set up the banner of personalization and create their own highest realm. "Mercedes-Benz" pursues top quality, "BMW" pursues driving pleasure, "Rolls-Royce" pursues handcrafting, "Ferrari" pursues sports speed, and "Cadillac" pursues luxury and comfort. They are unique and show their talents. It is precisely because of the personalization of goods that creates reasons for people to buy. It is precisely because the personalization of luxury goods is very different from mass products that it shows its noble value.

France’s “Lafite” wine was already quite famous in the fourteenth century. At that time, it not only required 10 years of storage and aging, but the Bordeaux region's marine climate, gravel soil, and average grapevine age of 40 years made its flavor mellow, fragrant, and delicate. In 1985, a bottle of Chateau Lafite produced in 1787 was sold at Christie's auction house in London for $160,000, making it the most expensive wine in the world. We see that luxury goods often create unique commodity forms. Personalization sets them apart.

4. Positioning specificity

Luxury brands are very specific and cannot be easily extended and used at will. The so-called brand positioning specificity means that the brand only serves a certain product or a certain type of product, and the brand classification level cannot be changed. Luxury brands cannot adopt the marketing strategies of mass brands. It is rare for us to see a luxury brand used across multiple industries and achieve the same success. Brand diversification itself is a taboo in brand management.

We know that in the 1960s, "Pierre Cardin" clothing was no longer a real luxury product after it went from customization to widespread franchise production.

Mr. Pierre Cardin once said: "I am an adventurer like James Bond (the British agent codenamed 007 in the movie)." It is precisely in this way that this costume master not only buys He opened the Maxim restaurant, and once extended the brand to the wine industry to produce a batch of "Pierre Cardin" wines, but the result was a failure. Marketing is regular. If BMW dares to launch a shampoo, Procter & Gamble will be happy and generous. Therefore, it is a very difficult task for luxury brands not to change the nature of the brand, maintain its positioning, and adhere to its values.

But in fact, real luxury brands have deep heritage, and some luxury brands have existed for hundreds of years. After a long period of testing, its main products have been deeply rooted, and it is natural to derive more products at this time. Brands such as DIOR, Fozens, and Louis Vuitton all span different industries.

5. Public sense of distance

As a luxury brand, it must create a feeling of despair. It is the mission of luxury brand marketing to make most people feel unattainable. In terms of market consumption positioning, luxury brands serve a small number of "rich people". Luxury consumers are even less willing to use a product that everyone has. Therefore, in order to maintain the sense of superiority of target customers, we should create a sense of distance between the public and them. Distance creates beauty. Luxury brands must constantly set up consumption barriers to keep mass consumers away. There is a huge contrast in the number of people who know the brand and the people who actually own it. This is the charm of luxury brands.

A common way to create a "public sense of distance" is to raise the price threshold, adopt an ultra-high pricing strategy, and make people feel ashamed through extremely high prices. The price of a 9-meter-long "Cadillac" car is 600,000 US dollars, which is about 5 million yuan; the lowest price of the popular "Rolls-Royce" Phantom car on the market is 460,000 US dollars; the top-level Ferrari Enzo is priced at 650,000 US dollars Can't buy it even after queuing up. Therefore, for most people, luxury brands can only be "dream" brands.

6. Historical reputation value

Historical reputation is an important connotation of luxury brands. The cultural value of luxury brands is very high. This cultural value of a brand mainly comes from its historical reputation. The longer the history of a product, the richer its cultural connotation will be.

From the perspective of brand traceability, brands come from blood. The British "Chivas Regal" whiskey comes from the Chivas Regal brothers in the town of Aberdeen, Scotland in the 19th century; the Chinese "Maotai" wine evolved from the "Lai" family in the town of Maotai, Guizhou. In 1929, a man named Lai Yongchu inherited the "wolfberry sauce wine" brewing method in Maotai Town in 135 AD during the reign of Emperor Wu of the Han Dynasty, and built the later famous "Hengchang Shaofang". This was the earliest branded The famous Maotai liquor. China's "Da Hong Pao" is known as the "tea of ??emperors" because in ancient times, a student went to Beijing to take the exam and became critically ill at the foot of Wuyi Mountain. Fortunately, the monks rescued him with tea from the temple and he became the top scorer in high school. Another incident occurred when the queen suffered from abdominal distension and pain, and the imperial doctors were unable to cure her. The champion offered tea, and after drinking it, the queen recovered from her illness as before. The emperor then gave the tea tree a "red robe", and the tea leaves from the tea tree were immediately worth a hundred times. From this, we realize that quality alone is not enough for a luxury product. More brand stories must be told.

7. Representative of top quality

From a production management perspective, luxury goods are “top quality” products manufactured using “precious raw materials” and “mysterious craftsmanship” . The founders of "Rolls-Royce", Rolls (ROLLS) and Royce (ROYCE), are called the perfect combination of "the most advanced material provider" and "the most advanced technology applicator". They only use the best cowhide from the "Scandinavia" peninsula and the best walnut wood from the "Lombard" plateau forest in Italy, and only use pure handcrafts to manufacture the car interiors.

The Swiss "Piaget" watch was produced in 1874. In the 1960s, it was the first to use colored gemstones such as black onyx, turquoise and lapis lazuli as its surface. It was known as the "master of watch jewelry". In the 1980s, it produced one of the world's most expensive men's earth-stone watches, which used 154 grams of platinum, 296 diamonds, and a sparkling blue diamond weighing 3.85 carats, with a total value of CHF 3.5 million. Therefore, we can say without hesitation that "raw materials determine everything" for luxury goods. Today, luxury goods are not only synonymous with traditional craftsmanship, but also the top products made from it.

In short, in layman’s terms, luxury brands include the following 7 characteristics: rich brand image, looking perfect, uniqueness, adhering to values, having historical reputation, super high price, Top quality performance. 1. Louis Vuitton

2010 ranking: 1

The overall brand value: increased by 2 to US$19.78 billion.

Reason for being on the list: Louis Vuitton targets tourist consumers, pays attention to brand culture, and focuses on core consumers.

Brand background: Louis Vuitton is one of the most outstanding leather goods design masters in French history. In 1854, he opened the first suitcase store named after himself in Paris. A century later, Louis Vuitton has become one of the leading brands in the field of leather goods and a symbol of high society. Today, the Louis Vuitton brand is no longer limited to designing and selling high-end leather goods, but has become a giant trend indicator in the fields of fashion, leather shoes, bags, jewelry, watches, media, famous wines, etc.

2. Hermès

2010 ranking: 2

The overall brand value: increased by 8, rising to US$8.46 billion.

Reason for the list: Most of Hermès’ shares are still controlled by the family (73.4% are family shares and 26.6% are public shares). The company has the courage to try and acquired the new Chinese brand Shang Xia at the end of 2009 to focus on the Chinese market. At the same time, the company attaches great importance to brand cultural heritage and is good at utilizing the essence of tradition.

Brand background: Hermès is a French fashion brand. In its early years, it was famous in Paris, France for manufacturing high-end harnesses. Later, it launched bags, clothing, scarves, perfumes, enamels, accessories and household items, making the brand more popular. Diversify across the board.

3. Gucci

2010 ranking: 3

The overall brand value: increased by 2, rising to US$7.59 billion.

Reason for being on the list: Christie’s teamed up with Gucci in 2010 to collect Gucci antique bags from players around the world for exhibitions and recycling auctions. This is the first time Gucci has collaborated with an auction house to convene vintage Gucci bags. Gucci is owned by PPR and has strict control over the agency market.

Brand background: Gucci is Italy's largest fashion group. Products include fashion, leather goods, leather shoes, watches, ties, scarves, perfumes, household products and pet products, etc. Gucci fashion has always been famous for its high-end, luxury and sexy, and has become an upper-class brand with its brand image of "a symbol of status and wealth". The consumer darling of society has always been favored by business people.

4. Chanel (Chanel)

2010 ranking: 4

The overall brand value: decreased by 11, falling to 5.55 billion US dollars.

Reason for the list: The decline in Chanel’s brand value is a sign of the times. During recessions, consumers turn to more practical products. Although Chanel's classic handbags, cosmetics and perfumes still attract the attention of many people, there are only a few customers who actually buy ready-to-wear.

Brand background: Chanel was founded in Paris, France in 1913. It has a wide range of products, including clothing, jewelry, accessories, cosmetics, and perfumes. Each product is famous, especially perfumes and fashion. Chanel fashion always has an elegant, simple and exquisite style.

5. Hennessy

2010 ranking: 6

Overall brand value: dropped by 1 to US$5.37 billion.

Reason for the list: Hennessy is a cognac brand under the LVMH Group and is extremely popular in the Chinese market.

Brand background: Hennessy is one of the famous brands of French brandy. The world's number one best-selling Cognac, founded in 1765, Hennessy adheres to its family's fine tradition of being meticulous and striving for perfection in the brewing of cognac, strictly controls every aspect of production, and implements Hennessy's original spirit, such as using the "star" to The classification of cognac is derived from Hennessy.

6. Rolex

2010 ranking: 5

The overall brand value: dropped by 14 to 4.74 billion US dollars.

Why it’s on the list: Rolex, like many other high-end watch and jewelry manufacturers, has suffered greatly from the economic downturn.

Brand background: Rolex is a famous Swiss watch manufacturer, formerly known as Wilsdorf and Davis Company. It was a partnership between German Hans Wilsdorf and British Davis in London in 1905. In 1908, it was registered and renamed Rolex by Hans Wilsdorf in La Chaux-de-Fonds, Switzerland.

7. Mo?t & Chandon

2010 ranking: 8

Overall brand value: dropped by 12, to US$4.28 billion.

Reason for being on the list: Although it is not as good as it used to be, Moêt & Chandon is still the world's top champagne brand.

Brand background: Mo?t & Chandon is owned by LVMH, the largest luxury goods group in France, and is the largest champagne production factory in the world. Mo?t & Chandon, which has a 260-year winemaking tradition, once won the reputation of "Royal Champagne" because of the love of French Emperor Napoleon.

8. Cartier

2010 ranking: 7

The overall brand value: dropped by 19 points to US$3.96 billion.

Reason for the list: Cartier’s ranking has been affected due to declining sales. Cartier is a brand owned by the Swiss Richemont Group. It is reported that Cartier's boutique sales and third-party retailer sales have declined, lower than expected.

Brand background: Cartier was founded in France in 1847. Once praised by King Edward VII as "the jeweler of emperors, the emperor of jewelers", Cartier represents class, taste, wealth, nobility, Fidelity and eternity, Cartier is not only a symbol of upper class society, but also a classic brand that witnesses eternal love.

9. Fendi

2010 ranking: 9

The overall brand value: dropped by 8 to US$3.2 billion.

Reason for the list: Fendi is famous for its "It" bags in the US market, and it is also a well-known and important brand in the Asian market. Fendi is owned by LVMH and aims to compete with Gucci. The current brand's ready-to-wear series is designed by Karl Lagerfeld.

Brand background: Fendi, which started with fur, is a family business centered on the maternal line since its inception. When the five daughters of the second generation all devoted themselves to the family business, they successfully brought Fendi into the international market.

10. Tiffany & Co.

2010 ranking: Not on the list

Overall brand value: increased by 6, rising to US$2.38 billion .

Reason for being on the list: Although Tiffany & Co. did not appear on last year's list, the brand has become a pioneer brand because it insisted on not discounting in 2009, and the brand has the potential to expand into Asia and Western Europe. plan.

Brand background: Tiffany, the queen of the jewelry industry, is world-famous for its diamonds and silver products.

Tiffany was founded in 1837. It was first famous for its silver tableware. In 1851, it launched the silver 925 ornaments and became more famous. Tiffany is a symbol of American design. It has been famous for nearly two centuries with its themes of love, beauty, romance and dreams