So, your client wants its brand to resonate with end-users. Well, luxury brands already have achieved that elite status with the brand recognition to go with it. So why not bring your client along for the ride? Co-branding a luxury brand product with your client’s name and logo can have a major impact.
We spoke to Kristen Block, VIP account manager for River’s End Trading, Medina, Minn., and Chad Glamann, marketing manager for Top Brands Inc., Oshkosh, Wis., for more insight on luxury brands. River’s End Trading carries Brooks Brothers, Columbia and Lacoste, while Top Brand Inc. sells Delsey Paris, Vera Bradley and Yankee Candle, among others. Here are four benefits of utilizing luxury brands in your client’s next promotion.
1. Luxury brands truly provide a high perceived value.
Statistics have shown that end-users value gifts with high perceived values. And luxury brands obtain that level of value and more. “One of the coolest things to take away, in regards to luxury items in the promotional marketplace, is the idea that a luxury brand goes above and beyond expectations in terms of quality and perception,” Glamann said. “Luxury brands aren’t the imitators, they’re the innovators. And that’s a strong message to send to any recipient.”
In any space where employees are visible to the customers, these products also can pass along that message to your clients’ customers. “By dressing employees in luxury items for events or uniforms, [a company] shows the customers that they are committed to providing the highest level of service to their customers,” Block said. “If a company cares that much about their employees, can you imagine how much they must care about their customers?”
2. Luxury and high costs do not necessarily go together.
A client’s desire to present a luxury gift or promotion does not necessarily mean an expensive promotion or even going over budget anymore. “In the past, luxury items used to be associated with exorbitance and high price points, with flashy jewelry and $5,000 handbags as the norm,” Glamann said. “We’ve moved beyond that characterization, and the modern consumer now views luxury brands as the connection they have with a specific brand.”
3. There may be limitations to branding a luxury brand product.
There may be restrictions on co-branding with a luxury brand, so it’s always best to ask the supplier about this first. In River’s End Trading’s case, there are two stipulations. “No. 1, the item must be decorated and cannot be resold blank or resold to end-users via the internet,” Block said. “No. 2, the items cannot be decorated with logos from companies in the tobacco or alcohol industry unless approved by River’s End.”
4. Co-branding with a luxury brand actually enhances a client’s brand.
There’s no need to worry about the luxury brand outshining your client’s brand. Usually, the exact opposite is true. While end-users want to see the luxury branding on the product, the two can coexist on one product quite nicely. “The recipient definitely wants to see that logo or brand identifier present,” Glamann said. “For example, we offer custom-labeled jars from Yankee Candle. The majority of the label is reserved for the client’s artwork or message, but the Yankee Candle logo is still prominently featured along the top of the label. This lends authenticity and value to the gift, without overwhelming the desired message.”
There are other ways to get the client’s message across with various imprint methods or locations as well, Block said. “In our experience, positioning the client’s brand alongside a luxury brand typically works to enhance the client’s brand rather than being overshadowed by it,” Block said. “By getting creative with decoration techniques and locations, we can ensure the client’s brand is prominent and delivers the client’s brand message.”