Sukharevska G. Communication Technologies in Luxury Brands Promotion

The thesis contains systematized information about communication technologies use in luxury brands promotion, analysis of current trends and luxury branding prospects in the world and in Ukraine in particular. Based on analytic review of theoretical sources and analysis of different approaches to the definition of such concepts as brand, branding, luxury market, luxury brand the own definitions of these concepts have been proposed. Luxury brand is customers' (mostly financial elite representatives) associations that appear as a result of close psycho-emotional connection based on the attitude to the valuable, unique and high-quality products and services that due to their prestige and exclusivity are able to satisfy a client's need of originality. For a manufacturer a brand is a tool of getting superprofit by using strategic branding.