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Authenticity and prestige : what luxury brands could learn from the wine industry?

Author

Listed:
  • Klaus Heine

    (EM - EMLyon Business School)

  • Michel Phan
  • Glyn Atwal

Abstract

As some centuries-old wineries are amongst the oldest brands in the world, they may keep some important marketing insights. The paper suggests that wineries are setting the benchmark regarding two essential characteristics that all luxury brands must fulfil to at least some extent: authenticity and prestige. While the luxury wine segment provides guidance on developing authenticity - the winemaker's benchmark, the champagne segment provides guidance on creating prestige - the champagne benchmark. Based on literature analysis, the conceptual part of the paper discusses the meaning of authenticity and prestige. A case study on Château d'Yquem shows how winemakers have set a benchmark in creating authenticity, and a case study on Veuve Clicquot shows how champagne brands provide a benchmark in creating prestige. The lessons learned from the luxury wine industry may also be useful in many other industries. As an illustration, we apply the authenticity and prestige-building techniques to the fashion segment.

Suggested Citation

  • Klaus Heine & Michel Phan & Glyn Atwal, 2016. "Authenticity and prestige : what luxury brands could learn from the wine industry?," Post-Print hal-02311905, HAL.
    • Handle: RePEc:hal:journl:hal-02311905
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    Cited by:

    1. Husain, Rehan & Paul, Justin & Koles, Bernadett, 2022. "The role of brand experience, brand resonance and brand trust in luxury consumption," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    2. Farzana Zainurin & Lindsay Neill & Heike Schänzel, 2022. "Considerations of luxury wine tourism experiences in the new world: three Waiheke Island vintners," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 21(3), pages 344-353, June.
    3. Thach, Liz & Olsen, Janeen, 2019. "Luxury Wine: Analyzing Motivations Of Luxury Wine Buyers In The Us Market," APSTRACT: Applied Studies in Agribusiness and Commerce, AGRIMBA, vol. 13(3-4), December.
    4. Kumar, Ajay & Paul, Justin & Unnithan, Anandakuttan B., 2020. "‘Masstige’ marketing: A review, synthesis and research agenda," Journal of Business Research, Elsevier, vol. 113(C), pages 384-398.

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    Keywords

    luxury brands;

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