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Do contests dilute the luxury brand image?

October 10, 2012

 

By Tricia Carr

Luxury marketers often use contests to increase brand awareness for aspirational consumers who cannot buy into the brand otherwise. However, these efforts could be a waste since true affluent consumers are not likely to participate.

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  1. Mandarin Oriental hosts charity gala in London
  2. 2019 luxury spend expected to grow highest in UK
  3. Ruinart to bring ‘Conversations with Nature’ to Frieze New York
  4. Alexander McQueen exec lands CEO role at Harvey Nichols
  5. Dior explores the craft of Sauvage in new campaign
  6. Dior takes a step towards film with latest perfume ad
  7. Luxury Unfiltered: The mistake the luxury industry is making with AI
  8. Louis Vuitton sparks joy with travel-inspired ‘Towards a Dream’ campaign films
  9. Chanel pushes Chance fragrances in Gen Z-powered campaign
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