Strategic Luxury Branding and Marketing

📋 Course Outline

1. Affordable Luxury positioning and value
2. Skimming pricing for China and Starter Kits
3. Rogers adoption model and Xiaohongshu targeting
4. Selective distribution on Xiaohongshu
5. IMC marketing communications with KOL reviews
6. Pattern advertising and seeding risks

📖 1. Affordable Luxury positioning and value

🔑 Key Concepts & Definitions

• Affordable Luxury : Affordable Luxury is a premium positioning that pairs high quality with accessible pricing to justify value.
• High price / high quality : High price / high quality is a positioning choice where price signals premium quality and product benefits support it.
• European history : European history is a brand heritage element used as a value source to strengthen perceived authenticity.

📝 Essential Points

• The brand is positioned in the high price and high quality category.
• Value is built by stronger product benefits plus European heritage.
• The goal is to outperform competitors by delivering more customer value.

💡 Memory Hook

Premium signal = price + benefits + heritage.

📖 2. Skimming pricing for China and Starter Kits

🔑 Key Concepts & Definitions

• Skimming price strategy : Skimming price strategy is a pricing approach that starts high to signal premium quality, then lowers entry prices later.
• Starter Kits : Starter Kits are smaller, lower-priced product bundles designed to attract more customers after the initial premium phase.