How Empowering Narratives and Strategic Analytics Fuel Luxury Brand Activism

Abstract

Strategic analysis for brand management is a nascent tool that is based on data driven decision making. The modern consumer market can no longer be sufficiently drawn by the singular use of traditional marketing practices. As a result, brands have started to utilize brand activism to enhance their image by integrating social messaging in their advertisements which helps captivate socially conscious consumers. This chapter focuses on the use of such data-driven strategies that can maximize the value creation potential of a brand, especially in the case of luxury jewelry brands in the Indian market.