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For most of these brands most of us are going to have a shelf in our mind
that the luxury brand is already sitting on that shelf. We already know the high
end product as a group
which means that they've done a good job marketing
and a good job claiming that space as a luxury brand.
there's the high end shelf for the high end
you see our brain thinks things in
order in order of luxury so if I say
a Kia and Mercedes
you're already in your mind putting it on different shelves
right you already have a Mercedes above Kia
so that's what our brain does it sorts
by luxury so it's going to compare and this happens just
automatically when you go the grocery store
it compares okay which is better which is what which is
me maybe you don't wanna Mont Blanc pen you're just looking for a Bic pen
because you're not valuing that particular thing about ink
you're just looking for ink. But maybe you're a very classy salesperson
and you want to have a special pen that people sign your contracts with
where you're not going to just use a Bic you're gonna go to Mont Blanc and pay a
hundred dollars for a pen
because now it's important to us. I just about the ink right it's about all the
other features of the luxury brand.
So we have commodities like pens or water or peanut butter
and then we have the luxury angle. All the things that are added to it
to make it a luxury product and that's what you're in be learning about