Contents

• Introduction 2
• An Overview of the Article ‘The Luxury Branding: the industry, trends, and future conceptualizations’ by Seo, Y & Buchanan-Oliver, M (2014) 2
• Luxury Brand Consumption from Green Perspectives 4
• Luxury Brands Marketing from Consumer Perspectives 6
• Luxury Brands Marketing to Omanis Market 7
• Conclusion and Recommendations 8
• References 9

Description

Marketing theories and marketing approaches have witnessed a phenomenal change in the last few decades. The globalization and the increasingly aware customer and the ever changing needs of the customer are forcing the marketing theorists as well as the marketers to move away from the traditional ‘firm centric’ approach to ‘consumer centric’ approach. Luxury branding however, still appears to be largely firm centric, be it the marketing theories or the marketing approaches. This essay analyses the article titled ‘The Luxury Branding: the industry, trends, and future conceptualizations’ by Seo, Y & Buchanan-Oliver, M (2014) with the help of other literature on the topic. This essay further assesses the Omanis luxury market based on the market information and the discussions carried out in the essay and makes recommendations as to the best possible way to target Omanis luxury brand market.