The Marketing and Branding of Luxury in 19th Century England : The Case of Champagne / Graham Harding.

Format:

Book

Author/Creator:

Harding, Graham, author.

Series:

SAGE business cases.

SAGE business cases

Language:

English

Subjects (All):

Branding (Marketing).

Physical Description:

1 online resource.

Place of Publication:

London : SAGE Publications: SAGE Business Cases Originals, 2025.

Summary:

Starting in the mid-19th century, the world's first model of luxury branding was developed in London by the agents of French champagne houses. This case focuses on the activity of Adolphe Hubinet, the Pommery & Greno agent in London from 1861 until 1890. It draws upon his extensive correspondence to illustrate the principles that Hubinet developed to transform Pommery from a largely unknown brand in the British market to the most talked-about and highest-priced in the market. The development of luxury branding is usually associated with the growth of fashion houses in Paris in the late 19th century, but Hubinet's work not only antedates these developments but anticipates the principles of luxury marketing developed in the late 20th century by contemporary marketing and branding experts such as J-N Kapferer and Vincent Bastien. This case engages with the history of marketing, in particular the role of branding, communication, and pricing. It also covers the use of the "illusion of scarcity" in luxury markets to garner lessons for modern marketing.

Notes:

Description based on publisher supplied metadata and other sources.

ISBN:

9781071971185

1071971182

OCLC:

1483993682