Q1. Discuss the luxury dynamics between rarity, availability, and accessibility. What are some ways these elements are used as business strategies by luxury managers? At least one example for each.
Q2. Discuss the roles of heritage and craftsmanship in luxury brand strategies; how are they related to the business objective of creating "symbolic consumption" of the luxury experience?
Q3. Outline 3 major luxury segmentation models. Why are there different concepts which frame them and how might they complement each other in a brand management strategy?
Q4. Discuss the significance of experiential branding as it relates brand loyalty using examples (at least two). Describe one way to measure brand loyalty.
Q5. Discuss the various complexities of pricing a luxury product and commonly used pricing strategies. What are some assumptions of the brand and its objectives that can be made simply by price?
Q6. What is the major issue and challenge in calculating brand value? Why is there a tendency to define all aspects of brand value through brand equity and what is the downside of doing so?
Q7. How does authenticity drive luxury and non-luxury brands? In what ways do they manage the idea differently and in what ways do they approach it in the same manner? In both instances, give examples of how and why.
Q8. How do archetypes bring brands to life in service brands? Give examples of how in both luxury and non-luxury they play the role of brand animator.
Q9. Compare how brand promises are communicated in luxury and non-luxury brands. In what ways are they the same and in what ways do they differ
Q10. Why do brand communities emerge; what function do they perform for brand managers and for the members of the community? Give an example of how you might segment such a community.