Masstige is a marketing term meaning downward brand extension. The word is a portmanteau of the words massand prestige and has been described as "prestige for themasses". Ajay Kumar, Justin Paul and Anandakuttan Unnithan defined masstige marketing as "A marketing strategy which envisages to make brands prestigious while retaining its affordability for the mass consumers, by grounding in product and promotion strategies, and keeping prices relatively high". Michael Silverstein and Neil Fiske introduced the term 'Masstige', Justin Paul developed the concept, introduced a scale to measure it and popularised it in his articles in 2015, 2018 and 2019.
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| - وجاهة جماهيرية (ar)
- Masstige (en)
- 매스티지 (ko)
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| - 매스티지(Masstige, prestige for the masses, 준명품)는 고급품을 일반 대중이 비교적 쉽게 살 수 있도록 만들어 새로운 브랜드로 내놓는 것을 가리키는 마케팅 용어이다. 중산층 소득이 증대하면서 고소득층의 전유물이었던 명품 브랜드 상품과 서비스를 원하는 새로운 소비층이 생겨나자 고급품에 비해 저렴하면서도 고급품이 주는 감성적 만족을 제공하는 브랜드가 필요해졌고, 이런 배경에서 매스티지가 나오게 되었다. 매스티지는 주로 패션 제품, 식료품, 속옷 등의 분야에 집중되어 있다. 비슷한 말로 준명품, 디자이너 브랜드, 트레이딩 업 등의 용어가 쓰인다. (ko)
- الوجاهة الجماهيرية هي مصطلح تسويقي يعني هبوط امتداد العلامة التجارية. فهذا المصطلح عبارة عن كلمة مزدوجة مكونة من كلمتين هما الجمهور والوجاهة وتم وصفهما على أنها «الوجاهة من أجل الجماهير.» قام كل من مايكل سيلفرستاين ونيل فيسك بتعميم المصطلح في كتابيهما رفع الإنتاج (Trading Up)، وفي مقال بمجلة هارفرد لإدارة الأعمال تحت عنوان "الرفاهية من أجل الجماهير" Luxury for the Masses". وتُعرَّف منتجات الوجاهة الجماهيرية بوصفها "متميزة ولكن سهلة المنال" كما يوجد فرضيتان رئيسيتان: (1) تعتبر تلك المنتجات فاخرة أو متميزة (2) وتتمتع تلك المنتجات أيضًا بـحدود تسعيرية تعمل على سد الفجوة بين السوق المتوسط والسوق فائق التميز. (ar)
- Masstige is a marketing term meaning downward brand extension. The word is a portmanteau of the words massand prestige and has been described as "prestige for themasses". Ajay Kumar, Justin Paul and Anandakuttan Unnithan defined masstige marketing as "A marketing strategy which envisages to make brands prestigious while retaining its affordability for the mass consumers, by grounding in product and promotion strategies, and keeping prices relatively high". Michael Silverstein and Neil Fiske introduced the term 'Masstige', Justin Paul developed the concept, introduced a scale to measure it and popularised it in his articles in 2015, 2018 and 2019. (en)
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| - الوجاهة الجماهيرية هي مصطلح تسويقي يعني هبوط امتداد العلامة التجارية. فهذا المصطلح عبارة عن كلمة مزدوجة مكونة من كلمتين هما الجمهور والوجاهة وتم وصفهما على أنها «الوجاهة من أجل الجماهير.» قام كل من مايكل سيلفرستاين ونيل فيسك بتعميم المصطلح في كتابيهما رفع الإنتاج (Trading Up)، وفي مقال بمجلة هارفرد لإدارة الأعمال تحت عنوان "الرفاهية من أجل الجماهير" Luxury for the Masses". وتُعرَّف منتجات الوجاهة الجماهيرية بوصفها "متميزة ولكن سهلة المنال" كما يوجد فرضيتان رئيسيتان: (1) تعتبر تلك المنتجات فاخرة أو متميزة (2) وتتمتع تلك المنتجات أيضًا بـحدود تسعيرية تعمل على سد الفجوة بين السوق المتوسط والسوق فائق التميز. أورد سيلفرستاين وفيسك عدة أمثلة:
* غسول الجسم والاستحمام الذي يباع بسعر 1.13 دولار للأوقية في مقابل 0.30 دولار للأوقية.
* بوتري بارن للأدوات المنزلية والذي يعتبر من السلع المتميزة ولكنها أيضًا متاحة بكثرة بحدود تسعيرية معقولة تقل كثيرًا عن أسعار العلامات التجارية فائقة التميز.
* نبيذ كيندال جاكسون والذي دخل السوق بسعر 5 دولارات للزجاجة في مقابل التسعيرة السارية دولاران للزجاجة.
* فيكتوريا سيكريت
* بورش بوكستر (ar)
- Masstige is a marketing term meaning downward brand extension. The word is a portmanteau of the words massand prestige and has been described as "prestige for themasses". Ajay Kumar, Justin Paul and Anandakuttan Unnithan defined masstige marketing as "A marketing strategy which envisages to make brands prestigious while retaining its affordability for the mass consumers, by grounding in product and promotion strategies, and keeping prices relatively high". Michael Silverstein and Neil Fiske introduced the term 'Masstige', Justin Paul developed the concept, introduced a scale to measure it and popularised it in his articles in 2015, 2018 and 2019. The term was introduced by Michael Silverstein and Neil Fiske in their book Trading Up and Harvard Business Review article "Luxury for the Masses". Masstige products are defined as "premium but attainable", and there are two key tenets: (1) They are considered luxury or premium products and (2) They have price points that fill the gap between mid-market and super premium. Silverstein and Fiske cite several examples:
* Bath and Body Works Lotion that sells for $1.13 per ounce ($0.040/g) versus $0.30 per ounce ($0.011/g).
* Pottery Barn housewares that are considered premium but are widely available at attainable price points well below super premium brands.
* Kendall-Jackson Wines that entered the market at $5 per bottle versus the standard $2 per bottle.
* Porsche Boxster Several other examples of masstige brand positioning have been proposed by Truon, McColl, and Kitchen include:
* BMW 1 Series for $19,000 vs. traditional BMW sedans for $50,000
* Armani Jeans for $100 vs. Armani Haute Couture for $900
* Tag Heuer Formula 1 for $550 vs. Tag Heuer Link for $4,000 Other brands which are established as masstige brand by research includes:
* iPhone, Louis Vuitton, Gucci (en)
- 매스티지(Masstige, prestige for the masses, 준명품)는 고급품을 일반 대중이 비교적 쉽게 살 수 있도록 만들어 새로운 브랜드로 내놓는 것을 가리키는 마케팅 용어이다. 중산층 소득이 증대하면서 고소득층의 전유물이었던 명품 브랜드 상품과 서비스를 원하는 새로운 소비층이 생겨나자 고급품에 비해 저렴하면서도 고급품이 주는 감성적 만족을 제공하는 브랜드가 필요해졌고, 이런 배경에서 매스티지가 나오게 되었다. 매스티지는 주로 패션 제품, 식료품, 속옷 등의 분야에 집중되어 있다. 비슷한 말로 준명품, 디자이너 브랜드, 트레이딩 업 등의 용어가 쓰인다. (ko)
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