Tagged: Brand Strategy

Brand strategy at the highest market tiers operates on principles fundamentally different from mass-market positioning. These articles examine how luxury brands construct and communicate meaning through product architecture, distribution strategy, and the careful calibration of visibility.

February 22, 2026

The Two Faces of the Coin: Conspicuous and Inconspicuous Luxury as Competing Signalling Strategies

A synthesis of Veblen (1899), Bourdieu (1984), and Han et al. (2010) proposing a dual-axis framework that explains when consumers signal status loudly versus quietly, with seven embedded case illustrations from Dubai to the Vallée de Joux.

Luxury Consumption Conspicuous Consumption Signalling Theory Brand Strategy Consumer Behaviour Cultural Capital Quiet Luxury