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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. Louis Vuitton introduces Visionary Journeys Seoul
  2. Exclusive Resorts purchases Inspirato for $59M
  3. Kering to acquire jewelry manufacturer Raselli Franco Group
  4. Estée Lauder Cos., Jo Malone launch AI scent advisor
  5. Burberry bans exotic skins
  6. Luxury Women to Watch 2017
  7. With ‘My Call,’ Rémy Martin finds meaning in new milestones
  8. Lamborghini heads to French Alps for women-led driving series
  9. Savannah College of Art and Design debuts SCAD LUXE research center
  10. Bulgari names Chinese actress Liu Yifei as newest global ambassador
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