Wpływ tozsamości marki luksusowej na polityke cenową produktu

• Authors: Dryl Wioleta

Title variants

EN

The impact of luxury brand identity on product pricing policy

• Languages of publication: PL

Abstracts

EN

Basing the luxury product pricing policy, only on the assumption that the price has to be the highest amount a client is willing to pay, poses a number of challenges in front of enterprise. The consumer of the luxury product is very aware of his needs and expectations. He is ready to pay a higher price for the product, but is expecting to return, very specific values. Relying luxury brand strategy, only on high-priced, without enrichment offer to a sufficiently high level leads to market failure. The justification for the high price of the product may, however, be defined brand image, which is a consequence of appropriate policies shaping its identity. In the case of luxury goods, especially essential tool proves to be the emotional component of the brand identity.

Keywords

PL

luksus; tożsamość marki luksusowej; cena; marketing mix

EN

pricing policy; luxury; luxury brand identity; marketing mix

• Publisher: Wyższa Szkoła Bankowa w Toruniu
• Journal: Roczniki Naukowe Wyższej Szkoły Bankowej w Toruniu
• Year: 2013
• Issue: 12
• Pages: 325-340

Contributors

author

Dryl Wioleta

• Uniwersytet Gdański, Wydział Zarządzania, Katedra Marketingu