Lüks markaların konumlandırılmasında sanat etkinliklerinin kullanılması

Abstract

In this study, usage conditions and patterns of art activities in positioning of luxury brands were evaluated. As examples of applications in the study, the relationship statues between Louis Vuitton, BMW, Vakko, Varyap, Çiftçi Towers, Mengerler, BAY İnşaat brands and art have been examined as they positioning themselves as luxury. It has been reached the conclusion that the products of luxury brands should not be thought only as the products sold at a high price. It has been seen that luxury brands which examined in the direction of this study, are in a struggle to highlight their differences by taking personal characteristics forefront such as enlightened, contemporary, unique, assertive, leader, modern , artistic, upper class. Key Words: Luxury Brand, Luxury Brand Posıtıonıng, Art, Luxury and Art Collaboration