Langer: Don't Trade Brand Equity For Easy Growth

Interview with Dr. Daniel Langer, CEO of ÉQUITÉ. WWD asked Langer to elaborate why luxury is the place to be, especially with Millennials.

publication, mediaDaniel LangerJuly 13, 2017luxury, premium, brand equity, WWD, publicatio, publication

The Silent Destruction Of Many Luxury and Premium Brands (And How They Can Regain Life Again)

The reality of many luxury and premium brands is sad: They have been well positioned in the past but entered into the trap of lowering prices, engaging into entry level offers, and gambled with their equity. A systematic strategy and rigorous action plans are needed to turn them around.

Marketing, Management, LuxuryDaniel LangerJune 13, 2017pricing, luxury, brand equity, premium

Ask The Why Question About Your Brand (If You Want To Take It Upward)

Brands need a clear foundation. An extremely sharp equity definition. Without, their positioning is not clear enough. And as a result, they lack relevance and have limited potential for premiumization. When was the last time you asked the question: "Why should someone buy my brand, really"?