The Concept of Luxury Brands by Klaus Heine

Technische Universität Berlin, Department of Marketing Prof. Dr. Volker Trommsdor Wilmersdorfer Str. 148, 10585 Berlin, Germany Phone: +49.30.314-29.922

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Fax: +49.30.314-22.664

Email: Klaus.Heine@marketing-trommsdor.de

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Internet: www.marketing.tu-berlin.de

Heine, Klaus (2011) The Concept of Luxury Brands, Technische Universität Berlin, www.conceptouxurybrands.com.

Edition: 1.0
This paper is published as the rst part of the serial publication Luxury Brand Management

ISSN: 2193-1208 Editing & Review: Bartek Goldmann and Kate Vredenburgh Cover page: Kevin Duggan Acknowledgements:
Dr. Steen Herm. I would like to thank the following people for their support and constructive criticism: Prof. Dr. Volker Trommsdor, Prof. Dr. Reinhold Roski, Dr. Vera Waldschmidt, Demet Tuncer,

by Klaus Heine (2011);

Copyright by Klaus Heine.

All rights reserved. Apart from any fair dealing for the purpose of re-

search or private study, or criticism or review, no part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording, scanning, or by any information storage or retrieval system, without permission in writing from the author.

Technische Universität Berlin, Department of Marketing, Wilmersdorfer Str. 148, 10585 Berlin, Germany, Tel: +49.30.314-29.922, Fax: +49.30.314-22.664

Contents
List of Figures . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . List of Tables . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . List of Abbreviations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

v vi vii

I. Introduction
1. Luxury is Anything and Nothing 2. Outline of Chapters

1
2 5

II. Conceptual Foundations
3. Types of Definitions and