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Estimation and Comparison of Masstige Value of Competing Brands

ФИО студента: Iana Trush

Руководитель: Ekaterina Artyushina

Кампус/факультет: Faculty of Management (Nizhny Novgorod)

Программа: Marketing (Master)

Год защиты: 2021

The consumer in the modern world has opened up a previously inaccessible opportunity to spend less, while maintaining the entire consumer experience, both in the online world and in the physical store. It is not enough for the luxury market to be impregnable, since the main task of the business remains to generate profits, and profits exist where there is demand. Luxury brands have had to rethink their strategy in favor of diversifying their product to other categories of consumers. Thus was born the concept of mass prestige - masstige. The relevance of this study lies in the fact that the current trends in the growth of the value of successful brands indicate that rarity, high cost and uniqueness are no longer decisive factors for determining demand for the consumer. Mass prestige has been chosen by many companies as a new strategy in the promotion of premium products, which necessitates market research in the field of prestige, as well as conducting assessments and comparisons of competitive brands in order to modernize the strategy of mass prestige.

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