2.0 Introduction As identified in the first chapter of the dissertation, this study will seek to examine the elements of luxury goods positioning and branding. This will aim at examining the cultural settings in purchasing these luxury products in the British and Kazakhstani contexts. This literature review will analyse authoritative sources and ground-breaking definitions that relate to core concepts and theories in the area of luxury fashion and branding. 2.1 Positioning Strategies for Luxury Brands “Brand vision and the culture, personality relationships and presentation are key components of corporate branding that builds brand identity” . Luxury fashion and products are ...
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