Are the most expensive champagnes priced too low? How to supercharge your brand’s desirability ...Middle East

One of the most common questions I get asked is: what’s the difference between premium and luxury. Even when brands use the term luxury, there is a lot of confusion. When is luxury “real,” when is it “aspirational,” and when is it “affordable?”  Actually, this question is what inspired me to do my Ph.D. research, leading to my thesis “Decoding luxury” and my luxury textbooks including Luxury Marketing & Management. In the book, I explicitly highlighted the dilemma: “Upon closer inspection, however, difficulties of defining and managing luxury come to the surface. Expensive, exclusive brands become more and more ubiquitous, easier to buy and therefore easier to consume… but can something sti

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