How Empowering Narratives and Strategic Analytics Fuel Luxury Brand Activism

Author:

Mahajan Renuka1ORCID

Affiliation:

1. Jaipuria Institute of Management, Noida, India

Abstract

Strategic analysis for brand management is a nascent tool that is based on data driven decision making. The modern consumer market can no longer be sufficiently drawn by the singular use of traditional marketing practices. As a result, brands have started to utilize brand activism to enhance their image by integrating social messaging in their advertisements which helps captivate socially conscious consumers. This chapter focuses on the use of such data-driven strategies that can maximize the value creation potential of a brand, especially in the case of luxury jewelry brands in the Indian market.

Publisher

IGI Global

Reference26 articles.

1. Abirami, B., Antony, A., & Rajan (2023). Jewels and desires: understanding consumer behavior in the enchanting jewellery market. Academic Press.

2. Analyzing Consumer Behavior Towards Luxury Jewelry Brands.;E.Austria;Journal of Business and Management Studies,2022

3. Buildd (2022). Tanishq’s masterstroke to capture India’s gold market. https://buildd.co/product/tanishq-business-strategy

4. Businesswire. (2023). Global Luxury Jewellery Market Report 2023: Sector is Expected to Reach $95.8 Billion by 2030 at a CAGR of 7.85%. Retrieved from: https://www.businesswire.com/news/home/20230612240582/en/Global-Luxury-Jewellery-Market-Report-2023-Sector-is-Expected-to-Reach-95.8-Billion-by-2030-at-a-CAGR-of-7.85---ResearchAndMarkets.com

5. Calefato, P. (2023). Contemporary luxury and the communication of jewellery. Luxury Fashion and Media Communication: Between the Material and Immaterial, 13.

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