How they do it: Rolls-Royce, sold via luxury dealerships, legitimizes their high sticker-prices – the average vehicle price is over $600,000 – with the image and positive associations of the brand. Promotion activities are similarly aligned with this highly exclusive approach.
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How they do it: Associations with extreme sports (e.g. Formula One, motocross, windsurfing, BMX and snowboarding) combined with the distinctive RedBull branding enables the company to charge higher prices for its products. Customers, predominantely young males, desire the whole ”experience” associated with the RedBull lifestyle, and not simply the product or its functional value.
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How they do it: Lamborghini’s cars are a statement for buyers and people who are seen with it. The powerful performance undermined through its loud exhaust and its characteristic design make a purchase a statement. Buyers can be sure that their car is recognized for what it is. The logo of a bull relate to the product names.
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How they do it: To protect the Nespresso brand and make it more exclusive, Nespresso gave its stores a unique high-end design, positioning their products and coffee as exclusive and high-end. The focus in the stores lies on giving its customers superior customer service and position the coffee as a luxury product.
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How they do it: Starbucks’ thousands of stores worldwide provide a range of food and beverages, including coffee, pastries, snacks, teas, sandwiches and pre-packaged food items. In addition, Starbucks offers a range of features, products and services that together make for the unique Starbucks experience (e.g. WiFi, relaxing music, a cozy atmosphere and comfortable furniture).
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