So after reading https://blogs.ubc.ca/hoitingtai/ blog post on Diamonds I decided to write about my favourite luxury brand… Tiffany & Co!
Product, Branding, Packaging- this New York luxury brand has it all: Tiffany & Co. Not going to deny, I personally am in love with this brand, and I am positive that so are many girls out there. So how did this brand got me in love?
Product Assortment & Product Line Decisions:
Breadth- Tiffany & Co. offers a wide variety of products, ranging from brooches to necklaces, to card holders and writing instruments – a brand suitable for both women AND men too!
Branding:
Value- Since Tiffany & Co. is a luxury product, its consumers must have high values for the price it sells its jewelry at. The design, the quality, and the legacy has all contributed into building the brand Tiffany & Co. holds today as one of the leading jewelry stores globally to compete against all its strong competitors.
Equity- Higher class consumers are well aware of the brand Tiffany & Co. Some products of this brand are exclusive to them and are well differentiated from other jewelry lines, such as the Tiffany Keys line. As for brand loyalty, as a lover of this brand, I am very loyal- and wish that in the future, I get proposed to with a Tiffany & Co. ring, the most prized jewelry a girl may receive.
Branding Strategies:
Naming Brands & Product Lines- The corporate brand is Tiffany & Co., but under this brand, many of their product lines are named after the designers- such that of Elsa Peretti. These individual product line brands give ownership to the designers, but overall, helps brand the corporate brand of Tiffany & Co. in the end.
Packaging:
Product Labeling- Tiffany & Co. focuses mainly on secondary packaging. As jewelry does not require primary packaging, it is important to establish a brand through its secondary packaging. Clearly, Tiffany & Co. did a very good job of secondary packaging, as we all know “the little blue box” refers to Tiffany & Co. – and when we see this blue box, us girls know its something good!
And being in love of this brand, I do own 2 pieces of their jewelery which I received as a graduation gift from my aunt 2 years ago:
and
And these are the keys to success that my aunt gave me, to wish me the very best in my post secondary education.
-Mandy
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