Luxury goods : brand heritage or brand equity?

Luxury goods : brand heritage or brand equity?

Name: Base Design
Address: Chaussée de Forest, 62/5, Saint-Gilles, Brussels, 1060, BE
Telephone: +32 (0)2 219 00 82
Price range: $$$

Marie-Claude Sicard — June 2004

Great emphasis is placed on the notion of brand heritage especially in the domain of luxury goods. The expression became quite common in marketing circles along with the term brand equity at the start of the 90’s just after the world of finance realised the fortune to be made from brands and the stock market got involved.

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