Abstract
The purpose of this paper is to explore the Key Success Factor for luxury brands' value (L-KSF) in the Japanese market through discussion of luxury brands' market position and their marketing mix. Firstly, brand value and brand market position of 8-luxury brands (Ralph Lauren, Armani, Coach, Louis Vuitton, Tiffany, Cartier, Cadillac, Mercedes Benz) are analyzed by consumer perception investigated with 314 respondents through a consumer survey based on the Kapferer scale (Kapferer 1998) in/around Tokyo. By factor analysis, 3-factors are extracted which are effective for luxury brand value. Secondly, peculiarities of each brands' marketing mix are discussed and 8-common-peculiarities of high scoring brands in 3-factors (Own manufacturing, Symbolic top-of-the-pyramid product, Less brand expansion or brand expansion upward as well as downward, High price range, Majestic museum-like-store, Sales channel under own control, Image advertising, Storytelling) are found. These 8-peculiarities are considered as L-KSF to contribute to building luxury brand value.
