How do Companies Promote Luxury Brands in United Arab Emirates?

Mohammad Owais, Arshiya Urooj, Ayesha Riaz, Paras Shaikh Riaz Gul, Hummayoun Naeem


Luxury – a word most brands would want to be characterized as. Being a social marker, luxury brands play a key role in the creation of human identity – it influences how they dress and enables them to signify a certain lifestyle. In the past it was fairly easy to brand luxury, as competition was moderate and consumers were quite easy to define and the tendency of consumers to remain loyal and uncritical towards a single-brand.[1] Keeping the above in view, the study was designed to analyze the promotional strategies of three well known automotive brands present in United Arab Emirates. The study indicated that the companies used almost the same modes and mediums for promoting their respective brands.

[1] Reference: Kapferer & Bastien, 2009, p. 18 & Okonkwo, 2007, p. 3, 65

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