African luxury brands, cultural identity, brand authenticity, local craftsmanship, luxury market, global audience, cultural diversity, traditional legitimacy, uniqueness, brand differentiation
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Abstract
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Abstract
Discover how African luxury brands differentiate themselves by leveraging cultural heritage and local craftsmanship to appeal to a global audience.
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[...] In order to thrive in a globalized market, African luxury brands will need to find the right balance between legitimacy and distinction. In other words, standing out and imposing themselves on the market goes far beyond the quality of the product and requires a deep and distilled knowledge of the art of branding and communication. In the age of digital marketing, brands can lead powerful narrative campaigns, collaborate with local and international influencers, participate in renowned fashion weeks, and much more to gain visibility. [...]
[...] In this perspective, the following problem emerges: How do African luxury brands build their own brand identity to differentiate themselves from their international competitors? In order to answer this question, two axes of reflection will organize this literature review. The first concerns the brand identity of African luxury companies where it will examine the question of how these brands mobilize or not their cultural and artisanal resources to ensure their authenticity and appeal to a global audience. The second axis focuses on the problems and differentiation strategies in relation to international competition. [...]
[...] How do African luxury brands build their own brand identity to differentiate themselves from their international competitors? - Introduction Introduction The emergence of African luxury is more than just an economic trend: it is the result of a cultural and identity conquest. In fact, in the face of globalization, which tends to standardize perceptions of luxury by reference to a Western prism, Africa reinterprets traditional notions in its own way, combining them with the values on which African identities have been built. [...]
[...] Another crucial question for a luxury brand is its legitimacy. Kapferer and Vincent (2008) argue that a brand's legitimacy is proven through what they called traditional legitimacy factors, including historicity and craftsmanship, as well as charisma, the creator's competence, and the prestige image of the brand. African brands, often young and little known on a global scale, must make extra efforts to establish this legitimacy. For Lipovetsky and Roux (2003), uniqueness is a key factor in luxury brands: they speak of a way to 'stand out from the crowd'. [...]
