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Polo As A Vehicle For Communicating Luxury

In: Global Luxury Trends

Author

Listed:
  • Ivan Coste-Manière
  • Anna Hoarau
  • Cedric Laforge

Abstract

Sports have always been a privileged tool or vector exploited by most brands in order to communicate their image, looking for notoriety, awareness and visibility. When used in the right configuration, sport, synonymous with dynamism, physical prowess, aesthetics and health, seems to represent a real opportunity for brands to promote their goods and services, and to create a buzz, with one of the biggest effective reaches and one of the biggest audiences.

Suggested Citation

  • Ivan Coste-Manière & Anna Hoarau & Cedric Laforge, 2013. "Polo As A Vehicle For Communicating Luxury," Palgrave Macmillan Books, in: Jonas Hoffmann & Ivan Coste-Manière (ed.), Global Luxury Trends, chapter 13, pages 185-200, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-28739-7_14
    DOI: 10.1057/9781137287397_14
    as

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