How upper classed brands in John Lewis are able to get lower classed Assignment

How upper builded brands in John Lewis are able to get refuse classed individuals to buy their products also - Assignment ExampleJohn Lewis fashion department can be considered as a origin indoors a departmental store. This is a new approach comprising of brands like stack Velvet, Damsel, Coast, Miss Selfridge and Whistles. thither is even a beauty department located in the store embrace brands like Benefit, Tom Food and Jo Malone. Menswear section within the store also highlights some well-known brands much(prenominal) as Levis, Barbour and Polo Ralph Lauren. There are even some new brands included in this departmental store like Penfield and Eleven Paris. Upper class brands are usually purchased by customers who are brand conscious. There is a link between brand and culture. Societal cultural dimensions play a significant occasion when it comes to purchase decision. It can be stated that social class, gender and race are key elements during concluding purchase decision maki ng. Lower class people often do not purchase such(prenominal) high valued items. The reason behind this is it is perceived that such upper class brands are purchased moreover by upper class market segment. This kind of perception influences all key factors that are come to in buyer decision making process. In this study it shall be analyzed how upper class brands within John Lewis are able to attract customers attention belonging to light income class segment.According to Holt (2004), a brand can be defined as a term, unwrap or a design that distinguishes product or service of one manufacturer from others. Brands are normally utilized in advertising, business and marketing. In accounting terms, brand is an intangible asset which is present within every organization. It is most valuable asset that is outlined in the balance sheet of a company. Brands owners indigence to effectively manage their brands in order to enhance shareholder value. Brand valuation is an important techniq ue that associates money with a brand. Effective branding often results into high sales volumes of a particular