WIOLETA DRYL 69
The Concept of „Smashing the Brand“ in Luxury Brand Management
THE CONCEPT OF „SMASHING THE BRAND” IN LUXURY BRAND MANAGEMENT
WIOLETA DRYL
The main aim of the article is to present the concept of smashing the brand and its applications in luxury brand
management. There will be presented specificity of luxury goods and its impact on brand management. An important point
of the article will be approximation of the modern concept of brand management consisting of the „smashing the brand”
and analysis of the applicability of the sensory approach in luxury brand management.
brand, smashing the brand, luxury, sensory
1. THE SPECIFICITY OF LUXURY GOODS AND ITS
IMPLICATIONS FOR THE MARKETING STRATEGIES
OF ENTERPRISES
The creation of a clear and comprehensive definition of
luxury is extremely difficult. The perception of this concept
is in fact very personal and subjective in nature. Limited
availability is not only a basic feature of luxury, but it is a
starting point for formulating marketing strategies of
companies operating in the market of luxury goods.
It is assumed, that the nature of the luxury product is
determined inter alia by the limited size of its resources.
This means that the more difficult the access to the product
is, the more luxurious it becomes. It should be noted that
the scarcity of certain goods is due to their specific nature.
For example luxury nature of diamonds is a consequence of
their limited presence in the environment. In the vast
majority of luxury goods limited availability, however does
not result from conditions related to their occurrence in
nature. It has been intentionally formed in this way and is a
result of the marketing mix strategy of the company.
The basis for the definition of luxury can also be one of
the economic paradoxes, the Veblen effect, which is also
determined the snob, prestigious or demonstration effect.
Veblen paradox applies to goods for which demand
increases with the increase of these goods price. Sources of
Veblen effect can be attributed to the psychological
determinants of consumer purchase decisions. The less
people have a particular good, the greater is the demand.
The above approach is therefore based on deviations from
the economic dependence of such phenomena as the price
and demand [1].
As a determinant of luxury nature of the product can
also be used the relationship between the quality of the
product and its price. The high ratio of price to quality of the
product indicates that the product belongs to the category
of luxury goods.
The specificity of luxury goods is reflected in the
distinctive characteristics of consumers making their
purchase. The obvious is the fact that not everyone has the
opportunity to purchase luxury goods. Paradoxically, the
specific characteristics of the consumer, affect the
perception and definition of luxury.
Luxury products are often regarded by consumers as a
tool for shaping the desired image in the society. The
decisions to purchase these goods are impulsive, emotional,
flamboyant, and rarely resulting from logical reasons,
specific needs. In this case, luxury goods are the
unnecessary purchases, while very expensive, and dictated
by the buyer's own weaknesses.
As described above, luxury is more psychological,
emotional than rational dimension. Consumers purchasing
luxury goods often are driven by the benefits arising from
the opportunities to develop through them a specific image
in the consciousness of the environment, rather than their
functionality.
The specific features of luxury goods have a huge impact
on the marketing strategy of companies operating on this
market. Consumers of luxury goods expect by product, far
more advantages than from conventional products. Their
behavior is also determined by specific factors. The use of
traditional marketing tools can therefore be ineffective in a
situation where the consumer needs differ significantly from
the generally accepted canons. This is reflected in the
diversity of the main marketing tools used for luxury goods.
D. Dubois defines marketing of luxury goods even as
paradoxical. According to the author, this market requires
from companies the reverse procedures to the principles of
marketing, used in traditional markets. The paradox of
luxury goods marketing, according to Dubois is based on the
following principles [2]:
- „high price
- high cost
- craftsmanship
- limited distribution
- low promotional activity
- advertising with no sophisticated copy strategy”.
The use of these specific tools of the marketing mix,
such as high price, limited distribution, and low promotional
activity would not ensure the success of most goods sold on
traditional mass markets. It should be noted, however, that
consumers of luxury products have very different needs
than other consumers. On the luxury goods market the
ultimate goal of all activities is primarily the creation of
specific goods with a high level of rarity, because consumers
expect this. On one hand, the product must be known to the
consumer, but also his presence in the market must be
accompanied by an aura of valuables and unavailability.
Consequently, getting the product requires from the
70 WIOLETA DRYL
The Concept of „Smashing the Brand“ in Luxury Brand Management
consumer some effort. It should be noted that this is a very
niche approach to marketing activity. It however, makes
sense under certain assumptions, such for example as a
strong identity and strengthen the brand in the minds of
consumers.
2. FROM TRADITIONAL TO SENSORY BRAND
Definitions of brand functioning until recently, greatly
narrowed the scope of this concept. According to the
American Marketing Association brand is a "name, term,
sign, symbol, or graphic design, or any combination thereof,
the aim of which is to identify the goods or services of one
seller or group of sellers and differentiate them from other
vendors." Based on the above definition, it can be
concluded that everything that bears the certain graphic
sign or has been named in any way can be construed as a
brand. Effective brand management can therefore be
limited to those items. This is obviously false reasoning,
based on vague and incomplete definition.
A much more comprehensive definition is given by J.
Kall. According to the author, the brand is a combination of
physical products, brand names, packaging, advertising and
accompanying activities in the field of distribution and
prices that distinguishe marketer's offer from competing
offerings, provide the consumer with outstanding functional
and / or symbolic benefits, so that creates a loyal bunch
buyers and enables it to achieve a leading position in the
market [3]. Such an understanding is the essence of brand
marketing orientation, stepping up the level of relationship
marketing.
The future of today's brands is based on the traditional
concept of branding processes, however it is also based
largely on the emotional attachment of the consumers,
which is the result of the impact of the brand on their
senses.
The task of the modern marketing is not only to create a
product, quenching consumers's needs, but also to build
value far exceeding the value of the product itself. The
brand must create needs, meet the desires, which the
consumer is not always aware of. Brand has to guess these
needs. To be effective, the brand must bind to each
consumer, build a bond close to loyalty. This is an extremely
difficult task, given the huge number of existing products on
the market today, and media saturated by millions of
marketing messages. Company to reach the buyer in such a
highly competitive conditions must offer him a unique
brand.
Sensual Marketing offers companies huge potential in
this area. Its main objective is to build relationships with
consumers by engaging as many of their senses [4]. Synergy
existing in this field, causes a domino effect in the human
mind. Stimulation of one sense stimulates another to form a
chain of emotions and memories in the human brain [5].
Therefore, the ultimate goal of brand management should
be involvement in the message communicated by the brand
as many senses as possible. The full success occurs when
the owner of the brand manages to create a recognizable
brand so that when we'll hide the logo, consumers will
recognize it anyway. The process of searching for the brand
elements that would be just as characteristic as the logo is
called smashing the brand. This process involves the review
of all aspects of brand building, such as picture, color,
shape, name, language, icon, sound, behaviour, service,
tradition, ritual, navigation. All of these elements must be
independent of the others, but at the same time must
create an integrated whole, constituting the foundation of
the brand. The measure of success of such brand, will be
synergy that occurs between the components.
The concept of smashing the brand is a collection of
elements on which it is possible to build appropriate
sensory experiences. The effective use of this concept
depends largely on the number of senses engaged by brand
to its acceptance by the consumer.
Sensual marketing is another link in the evolutionary
approach to the brand in the market. Manner and intensity
of use of its advantages, by today's enterprises can
significantly affect the value of their brands.
3. THE USE OF „SMASH YOUR BRAND PHILOSOPHY”
IN THE PROCESS OF CREATING LUXURY BRANDS
The specificity of luxury products have an impact on the
selection of tools that shape their brands. Worthy of
consideration is therefore, the validity of the use of modern
concepts such as "smash your brand philosophy". One of
the elements of the brand smashing is a picture [5]. The
proces of smashing the picture includes the creation of a
consistent brand image recognizable in any form, in any
place and situational context. The integration of such
elements as images, graphic symbols used in the
organization, including internal company materials, not only
helps to identify the company in a competitive market, but
also effectively influences the positioning of the brand. This
principle certainly applies to luxury goods. A perfect
example of smashing the brand is the brand of Singapore
Airlines. This carrier offers flights for the most demanding
customers with an exceptionally high standard. In a
demanding market of flights, Singapure Airlines found a
niche, segment of customers whose needs could't be
satisfied by low‐cost airlines and adapted its offer to just
those customers. Picture undeniably associated with
Singapore Airlines is a image of its stewardess. A unified
dress, makeup, hairstyle, but also a very high level of culture
and commitment to work, are an image dominant in
Singapore Airlines brand strategy. "Singapore Girl" has
become a kind of icon of the brand. Her image consistently
dominates in all chanels of companies marketing
communication [6].
Singapre Girl is such a universal symbol that it can be
used in the various channels and so detailed that it's the
same, whether you find it on a billboard, TV or mobile
phone display. Singapure Girl has become an icon of
Singapore Airlines brand, and at the same time another
element of companies "smash your brand philosophy".
Singapure Girl has also become a tool that
communicates the most important promises of the brand.
Standards of Singapore Girl's behavior are a further element
of smashing the brand process. This process is based on the
creation of standards for employee’s behavior, their
attitude to the customer, the way of expression in line with
the vision of the brand [5]. Singapore Girl represents the
most important Asian values, such as hospitality, warmth,
delicacy, elegance, peace [6]. The process of communication
with the customer also has certain standards. Singapore
Girls operate language compatible with the most important
 WIOLETA DRYL 71
The Concept of „Smashing the Brand“ in Luxury Brand Management

brand values. This language is so distinctive that it fits
perfectly into the „smash your brand philosophy”.
Another element of smashing the brand mentioned by
M. Lindstrom is the name of the brand. As rightly noted by
the author, brand strength also lies in its name. When
consumers can easily remember the brand name brand
awareness among buyers increases. Singapore Airlines
brand name also appears in this very characteristic
determination of flight attendants that is Singapore Girl. The
brand name is not used here as intensely as in case of mass
products such as Mc Donald’s Big Mac, McNuggets, etc. But
without doubt it can be said that the name of Singapore Girl
is very transparent. Therefore it can be concluded
undeniably that the name of Singapore Airlines brand is the
next factor of smashing its brand.
Singapure Airlines is also known for very high standards
of service, the implementation of which is possible also
thanks to highly qualified cabin crew. Enrichment of service
standards, with a value going beyond consumers
expectations, provides an effective process of smashing the
Singapore Airlines brand called smashing the service.
Singapure Airlines cares about the comfort and safety of
their passengers, inter alia, through regular, intensive
training programs for cabin and flight crew. The company
has its own training center in Singapore, where the staff are
not only trained but also evaluated at least four times a year
[6]. Singapure Airlines was a pioneer when it comes to such
facilities for passengers as hot towels with a unique and
what is very interesting patented scent, personal
entertiment systems, video on demend and such prosaic
nowadays facilities as hot meals, free non alcoholic and
alcoholic beverages.[6]
Singapore Airlines customers, as well as the recipients of
the advertising, associate with the brand also the specific
melody. The melody accompanies the Singapore Girls,
traveling through the world serving the people in visited
countries. It is a very distinctive instrumental, clearly
associated with the brand. Therefore the sound is the
element of the successfully smashed brand in case of
Singapore Airlines. Although the company does not use this
track on media such as even a website, this will not affect
adversely its visibility.
Equally characteristic of the Singapore Airlines brand is
its color. Color of logo isn't the dominant color in the
company. Services for premium customers primarily
correspond with the colors associated with luxury. In the
cabins dominates high‐end finishing materials in the colors
of beige, brown, black. However, crew clothing is the
element uniquely associated with a brand and recognizable
so that it can be considered to be subject to smashing the
brand process. Singapore Airlines creates in the mind of the
consumer a strong link between the brand and the specific
colors. On the one hand there are the color assigned to
luxury, on the other hand, communicating positive
associations, distinctive and clearly identifiable with the
brand.
Creating rules for navigating the web, shop, shopping
mall, or the phone's menu, as well as the organization of the
content, for example, placed on the web‐site, or advertising
brochures, refers to smashing the rules of navigation. In this
regard, Singapure Airlines uses standard industry‐wide
solved in which it operates, primarily the behavior on board
aircraft, referred to the security requirements. This also
applies to solutions used on the website. How to navigate
through the website does not deviate from the standards
adopted by all companies operating in the airline industry.
Among the traditions associated with the brand of
Singapore Airlines, should certainly be mentioned, culture
of traveling, very specific for described brand. Smashing the
tradition of the brand is to adapt it to the context of the
tradition and look for opportunities to build associations
combining it with a particular tradition. Singapure Airlines
marketing messages in a very clear way communicate the
value offered by the company, related to the specific,
unique way to travel. In terms of the brand, the trip is not
only the way to travel from point A to point B, but the
number of positive experiences offered by the company,
and which form a sort of tradition of pleasant, comfortable
traveling.
Singapore Airlines starting their business did not focuse
on the needs of the mass, but the segment of the market,
expecting a luxury level of service. The company was a
pioneer in many solutions by which air travel has gained
luxurious character. Although today many carriers offer a
similar level of service in the bussines class or first class
flights, Singapore Airlinea still remains unsurpassed in terms
of quality of service. While the luxurious nature of the
services provided by Singapore Airlines may seem
controversial because of the number of companies offering
similar standards of service, and do not belong to the group
of luxury companies, however, is an undeniable fact that
Singapore Airlines was the forerunner of this type of activity
and continues to be a leader in this field. This brand is at the
same time, a perfect example of subject to "smash your
brand philosophy". Which in the case of companies offering
luxury goods and services is not so common.

REFERENCES
[1] DRYL, W. 2012. Marketing strategies of luxury goods. Journal of Management and Finance 2/2. Sopot, 2012. ISSN 2084‐5189
[2] CHEVALIER M., MAZZALOVO G. 2008 Luxury brand management. A world of privilige, Singapore: John Wiley&Sons (Asia) Pte.
Ltd., 2008. ISBN 9781118171790
[3] KALL J. 2001. Silna marka. Istota o kreowanie. Warszawa: PWE, 2001. ISBN 8320812887
[4] SADOWSKA M. 2010. Kolekcjonerzy wrażeń. Marketing w praktyce nr 10. ISSN 14258315
[5] LINDSTROM M. 2009. Brand sense ‐ marka pięciu zmysłów. Warszawa: One Press, 2009. ISBN 9788324619245
[6] ROLL M. 2006. Asian Brand Strategy:How Asia Builds Strong Brands. New York: Palgrave Macmillan, 2008. ISBN
9781403992796
Wioleta DRYL, PhD.
Faculty of Management, Gdańsk Univerity
Ul. Armii Krajowej 101, 81‐824 Sopot, Poland
e‐mail: wioleta@wzr.pl