ASSIGNMENT
Complete the following questions after you read the journal article "Beyond Rarity" by Kapferer. On the first day of class, your write up will need to upload your review to Moodle, and you will be asked to take a short quiz about your reading.
BEYOND RARITY
The purpose of this journal article is to look at how luxury is a growing sector worldwide. This creates a major managerial challenge: How can luxury brands prevent becoming a victim of their success? Once objective rarity is lost, what other levers still sustain desire for these luxury brands, nurture their dream and, thus, prevent the dilution of desirability created by their growing penetration and sales?
The author, Jean-Noël Kapferer, have identified how, beyond mere physical rarity and very high quality, eight experiential and perceptual levers fuel luxury desirability through two structural paths: selection and seduction.
QUESTIONS :
1. How does luxury create value? Share two examples and how you measure the value of the brand. (500 words)
2. What is the dilemma of ever-growing luxury brands? How does this influence the "abundant rarity" strategies? Share two examples and how this has helped or hurt the brand and how you measured this. (500 words)
3. Profiling the brand experience: What are the key factors and what brand do you think uses these factors? (500 words)
4. What makes luxury desirable?
Format your assignment according to the following formatting requirements:
1. The answer should be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides.
2. The response also includes a cover page containing the title of the assignment, the student's name, the course title, and the date. The cover page is not included in the required page length.
3. Also include a reference page. The Citations and references should follow APA format. The reference page is not included in the required page length.