Siberian Federal University

Issue

Journal of Siberian Federal University. Humanities & Social Sciences. 2011 4 (11)

Authors

Kevbrin, Eduard S.

Contact information

Kevbrin, Eduard S. : Siberian Federal University , 79 Svobodny, Krasnoyarsk, 660041 Russia , e-mail:

Keywords

brand; brand-management; history of luxury brands; brand identification prism; middle class in Russia; dimensions of luxury brands: history; art; fashion; matrix of consumers of luxury brands; luxury and premium levels

Abstract

In this article the «brand» concept is considered as a sociocultural phenomenon of the modern society being the carrier of the specific meanings structured in the prism of the brand perception by J.-N. Kapferer. All three components of the todays brand formation process have been studied: «information sender», «information transmitter» and «information receiver». In this research the «information receivers» have been studied in the context of the process of luxury brands consumption and, correspondingly, can be structured according to the consumption matrices of J. Young and F. Vigneron, subsequently providing the notion about the behaviour characteristics of the luxury brand consumers. It should be noted that luxury brands are considered in this article as the meaning forming phenomena which possess social structuring properties, thus contributing to the formation of social and value basis in the society. Moreover, special attention is paid to differences between luxury brands and premium-level brands basing on the materials of the analysis of Apple Co. marketing strategy.

Pages

1599-1611

Paper at repository of SibFU

https://elib.sfu-kras.ru/handle/2311/2565

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License (CC BY-NC 4.0).