Brand Management Case Study

In essence: exclusivity does not save irrelevant brands.

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Macro and micro dimensions were combined for the final framework. https://doi.org/10.1108/IJRDM-07-2014-0103 Download as .

The campaign failed to identify and speak to any part of my jewellery-searching mindset.

Instead, it took the traditional route for luxury: it cast aside any considerations on potential customers’ dilemmas to rather focus on the brand’s own grandeur.

The advertising triggered a pre-consumption process (admittedly brought to an abrupt halt upon finding out the fully brand-appropriate pricing).

Suddenly, Cartier had created relevant marketing and positioned itself in a way that not only spoke to me, but instilled action.

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