ATTRIBUTE PREMIUM BRANDS LUXURY BRANDS

Target Audience
Broad-whoever can
justify rationally and
financially the added
benefits has access to the
brand.
Narrow-only a small
percentage of the general
population can afford the
brand.
Price
The higher price is
justifiable by the extra
features versus a regular
brand.
Greatly exceeds the
functional value of the
product. Acts as a
selection tool that limits
the access to the brand.
Distribution
Broad, a variety of
channels can be used
simultaneously:
corporate stores,
independent retailers,
online, catalog.
Highly selective, and
almost exclusively
through a corporate-
owned channel.
Communication
Mass communication.
The goal is to inform and
create brand preference.
Appeals to both ration
and emotion. A blend of
imagery and sometimes
(extensive) copy.
Selective communication.
The goal is to educate
rather than inform.
Product Line
Can be broad-one
product for each segment
targeted.
Very narrow-a flagship
product and only few
variations.
Production
Mass production. The
goal is to produce as
profitably as possible.
Manufacturing country is
not important in
purchase decision.
Hand made. Method of
production is part of the
brand myth. Brand should
not relocate
manufacturing facilities to
lower cost countries.
Country of manufacture
very important in the
purchase decision.
Delivery
Immediate. Customers
are not willing to wait.
Not urgent. The wait for
the product to be
built/create/fully matured
contributes to the overall
luxury