Budowanie marki w sektorze dóbr luksusowych: Strategia, wyzwania i perspektywy rozwoju
DOI:
https://doi.org/10.12775/AUNC_ZARZ.2021.02.006Keywords
brand, luxury goods, brand strategy, sustainability, digitalizationAbstract
The article analyzes the process of brand building in the luxury goods sector, focusing on key elements such as tradition, innovation, and sustainability. It discusses the evolution of luxury brand strategies, their contemporary challenges, and future development perspectives. The study highlights the importance of storytelling, personalization, and digital technologies in shaping brand image and customer relationships. Based on an analysis of content published by luxury brands on social media platforms in 2020, it demonstrates how platforms like Instagram and Facebook support consumer communication, reinforcing brand values and authenticity. The article concludes that the future of luxury brands will depend on the skillful integration of traditional values with innovative strategies, such as sustainability, digitalization, and globalization.
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