Flashcards: Strategic Luxury Branding and Marketing — 12 cartões

Affordable Luxury — definition?

Premium positioning pairing quality with accessible pricing.

Skimming pricing — purpose?

Start high to signal premium, then lower over time.

Rogers adoption model — groups?

Innovators, Early Adopters, Early Majority, Late Majority, Laggards.

Xiaohongshu targeting — initial focus?

Innovators and Early Adopters for early reviews.

Selective distribution — meaning?

Selling only on Xiaohongshu to maintain exclusivity.

IMC — purpose?

Aligns all messages for consistent brand communication.

KOL reviews — role?

Build trust through honest testing and sharing.

Pattern advertising — approach?

Same global look, localized wording.

Seeding risks — include?

Platform dependence, tariffs, exchange-rate changes.

CIF Incoterm — responsibility?

Seller pays cost, insurance, freight to destination port.

Starter Kits — function?

Lower-priced bundles to attract more customers later.

European history — role?

Enhances perceived authenticity and brand value.