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LVMH
Acquired
Luxury Brands Advertise the Dream, Not the Products
Luxury brands differentiate themselves by advertising the dream instead of the products. They focus on selling a lifestyle and convincing consumers to opt into their dream. The product names may be unknown, but the brands remain recognizable. In contrast, premium and ultra-premium brands like Apple emphasize the product features and functionality. Luxury brands never promote the features of a product or even the product itself. Instead, they prioritize creating a connection between the consumer and their desired lifestyle, making the products secondary.
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