Luxury brands contribute more to the consumer experience than the product itself. We use these brands to build a self-identity, to express this identity to others and to feel good. The luxury brand is the mechanism that allows us to recognise these messages in an instant and that allows the meanings to endure over time. Therefore the brand is a valuable asset for any organisation that can be used to achieve a variety of positive outcomes for the organisation.
As well, it is very important for them to ensure that the brand continues to clearly establish the prestige, exclusivity and excellence in workmanship of their product. Achieving this is more and more important as brands proliferate in global markets, markets fragment and people have a lot more choice. Despite increasing recognition of the importance of understanding how luxury brands work, there is a lot left to understand including consumer reactions to luxury branding, co-creation of luxury brand experiences and strategies for managing luxury brands.
Key areas of interest within the area of luxury branding include Brand Prominence, Brand Authenticity, and Brand Mimicry & Counterfeiting, all of which have been endorsed by the industry. Studies from this research program have led to collaborations with universities including Shanghai Jiao Tong University, Shanghai Ocean University, Yonsei University and emlyon business school facilitating the start of a global initiative to build a network of researchers to address current issues in luxury branding. This research program also continues to maintain a strong industry focused approach. Researchers are collaborating with domestic and international partners such as Shiseido, AirAsia X, Bonia, Alliancz, Nash Pearls and A.S.Louken Brand Consulting Group.
Researchers within this area are making use of leading innovative techniques such as psycho physiological equipment allowing researchers to measure a consumer’s physical responses to stimuli. Not only does such equipment provide strong advantage compared to conventional methods such as self-report measures, but it allows for Curtin University to take part in leading research within this sector. Curtin University has made clear strides in the facilitation of collaboration between industry and academic within the Luxury Branding area, and looks forward to continuing in this endeavor and in doing so, maintaining itself as an international leader in luxury research.
Higher degree by research students wishing to study in this area have broad scope for working in a research topic of interest and access to academic supervisors with international qualifications and experience.