# data[].attributes.body
The postmodern consumer’s search for authenticity has become a challenge that companies of various industries are facing in order to confer legitimacy, reliability, and superiority to their brands and offers.

# data[].attributes.attachment_link.readable_text
The postmodern consumer's search for authenticity has become a challenge that companies of various industries are facing in order to confer legitimacy, reliability, and superiority to their brands and offers. The rediscovery of history and tradition; the fascination and value attributed to ancient crafts; the human and natural components in products and production processes; and the link with the territory of belonging and its specificity - all of these are the distinctive features of today's search for authenticity by a consumer who escapes the usual expressions of traditional marketing, being ever-more sensitive to product attributes and benefits reflective of the aforementioned values.

Brand Authenticity in the Luxury Industry: The Challenges and Potential

Recent market evolution, together with economic/socio-cultural changes and consumer behavior, is rapidly redesigning the paradigms of luxury (including customer values and needs), thereby requiring companies to redefine their competitive and branding strategies. The ideas of showing off and exuberant luxury are being replaced more and more often by a substantial value linked to the excellence, traditional expertise, and inner qualities of those products able to give authentic pleasure.

In this context, authenticity can become a source of competitive advantage, a significant and positive "point of difference" in terms of value generated for the brand (brand value) and for the market (market value) across industries in which the intangible component linked to the offer significantly affects the consumer's purchase decision. The craftsmanship, the superior quality, the link with a specific territory (genius loci) and a glorious past made of history, tradition, and savoir-faire (brand heritage) are key success factors for brands in emerging markets as much as they are for those in mature environments already inhabited by an attentive, selective, and more aware consumer.

Observing the luxury companies that have resisted the collapse of sales during 2009 ("annus horribilis"), we can identify the best market performances in brands that refocused on their heritage, roots, and traditional know-how, thereby recovering past sources of brand value. Furthermore, the luxury customer increasingly prefers the qualitative and substantial contents in terms of excellence and craftsmanship in manufacturing, making the product a real luxury first for himself.

Companies are expected to accurately work on two main objectives: The first is showing and telling the brand heritage to new customers in emerging markets hungry for the "culture" of Western luxury brands. The second, on the other hand, comes during periods of economic and socio-cultural uncertainty (such as our current one) when companies have to reassure their customers in mature markets by guaranteeing that superior tradition, distinct expertise, and heritage are still alive and included in the brand promise.

Brand Authenticity: A Strategic Value Driver for Competitive Advantage

As a "new" customer value, authenticity can play a relevant role in differentiating a brand's proposition from that of its main competitors through distinguishable and desirable associations that, within the customer mindset, are linked to the brand. Building and reinforcing the branded cognitive structures in customers' minds means defining and strongly communicating elements of parity (points of parity) and differentiation (points of difference) in order to legitimize the presence of the brand in a specific market or negate the competitive advantage of others. Either path affirms the superiority and uniqueness of the brand by influencing consumer choice.

As a point of difference, authenticity can promote a competitive advantage. The brand's origins, historical and cultural heritage, and craft tradition represent fundamental and intangible assets for reinforcing customer relationships and sustaining one's economic performance in a strongly competitive market. International competition, in fact, rewards companies that (when facing difficulties) are able to adapt quickly to new consumer behavior trends by strengthening brand value through the recovery of the past as a guide and support for their future.

All in all, authenticity becomes a strategic driver for the increase and consolidation of brand value through new meanings in customer perceptions or the strengthening of existing associations related to intrinsic elements of the brand. As a strategic pillar, a brand's authenticity can act as an effective point of difference for - and determine the success of - companies that hold historical and exemplary repositories of intangible and distinct value.

Cover image: Jennifer Latuperisa-Andresen

# data[].attributes.attachment_link.title
Brand Equity: A Pillar for Luxury Competitive Advantage

# data[].attributes.attachment_link.description
The postmodern consumer's search for authenticity has become a challenge that companies of various industries are facing in order to confer legitimacy, reliability, and superiority to their brands and offers.

# data[].attributes.body
High-end luxury pens are available as standard pens, special edition, and limited editions, with fountain pens being the most popular variants. Luxury pens are high-priced pens, that range from at mid-$100 and can go up to tens of thousands of dollars.Many vendors in the market offer luxury pens as standard order items, while some others offer special and limited-edition luxury pens.

# data[].attributes.attachment_link.description
LONDON, Oct. 4, 2017 /PRNewswire/ -- About Luxury Pen High-end luxury pens are available as standard pens, special edition, and limited editions, with fountain ...

# data[].attributes.body
Asia Pacific is the fastest growing region in the global luxury pens market. Countries such as India and China are the upcoming countries where demand for such luxury items are at peak because of the increase in disposable income of people. Even, North America is a flourishing luxury pens market due to the improving brand awareness of luxury pens amongst people

# data[].attributes.attachment_link.title
Luxury Pens Market: Global Industry Analysis and Forecast 2016 - 2022

# data[].attributes.attachment_link.description
Luxury Pens Market: Global Industry Analysis and Forecast 2016 - 2022

# data[].attributes.body
The increase in Internet penetration along with easy access to computers, mobiles, and tablets have fueled the growth of the e-commerce sector. This has benefited online retailers of luxury pens. The global luxury pen market continues to benefit from the increasing presence of online retailers such as Amazon.com and Office Depot.

# data[].attributes.attachment_link.title
Global Luxury Pen Market to Grow at a CAGR of 3.9% 2017-2021: Analysis By Product & Distribution Channel

# data[].attributes.attachment_link.description
DUBLIN, October 4, 2017 /PRNewswire/ -- The "Global Luxury Pen Market 2017-2021" report has been added to Research and Markets' offering. The report forecasts...

# data[].attributes.body
Pens have long been considered symbols of class, power, and influence. In short, they represent the worth of someone, typically modern society conferring invisible titles and ranks on people who own or use luxurious high-quality pens. Due to the increasing brand awareness and high disposable income of people (especially among young adults), the luxury pens market is witnessing a decent growth.

# data[].attributes.attachment_link.readable_text
In the age of ten-cent disposable ballpoint pens and digital technology, we've been asked why anyone would want to spend a couple of hundred dollars or more on what some feel is a writing instrument of the past - a fountain pen. Here are a few reasons to cherish a fine fountain pen:

1. Gold Nib. Fans of gold fountain pen nibs will tell you that they feel the writing experience using a gold nib is softer, smoother and more satisfying than using a less expensive steel nib. This isn't to say that steel nibs can't be smooth - different metals have different characteristics and some writers say the softness of gold makes for the best nibs. Of course, the price of gold is much higher than steel.

2. Quality. It has been said that you get what you pay for. When you spend more on an expensive fountain pen the materials used and the craftsmanship will be superior (at least up until a point). It's like buying jewelry made from genuine gold and gemstones as compared to buying cheap costume jewelry.

3. Collectible. Limited edition fountain pens are desired by collectors and are often more expensive than regular fountain pens.

4. Filling System. Some writers prefer a piston-style ink filling system instead of a cartridge/converter filling system. Piston-fill fountain pens are more common among expensive pens.

5. Family Heirloom. A quality fountain pen can easily last a lifetime and beyond. Many writers today treasure writing with a fountain pen that was used by one of their grandparents. Why not create fond memories by passing along a fountain pen to one of your own children or grandchildren?

6. Less Waste. A good quality fountain pen will write for years and does not get tossed in the trash when it runs out of ink - instead it gets refilled with your choice of fountain pen ink.

7. Status. Let's face it, in those certain situations where status matters, your classy fountain pen will convey a message of success and impeccable taste much more so than a cheap plastic ballpoint will.

8. Design. Besides being functional writing instruments, some fountain pens are also compact works of art.

Do you write with a high quality fountain pen? Why do you treasure this kind of writing instrument?

by

# data[].attributes.attachment_link.title
8 Reasons to Own an Expensive Fountain Pen

# data[].attributes.attachment_link.description
In the age of ten-cent disposable ballpoint pens and digital technology, we've been asked why anyone would want to spend a couple of hundred dollars or more on what some feel is a writing instrument of the past - a fountain pen. Here are a few reasons to cherish a fine fountain pen: Gold Nib.

# data[].attributes.body
Luxury pens key players which are having brands such as Lamy, Aurora, Mont Blanc, Grayson and Parker are trying to encash the opportunities in this growing luxury pens market.

# data[].attributes.attachment_link.readable_text
Pens have long been considered symbols of class, power, and influence. In short, they represent the worth of someone, typically modern society conferring invisible titles and ranks on people who own or use luxurious high-quality pens. Lest we read too much into the phrase 'the pen is mightier than the sword', let us take a gander at our carefully selected list of the

Top 10 pen brands in the world

Since its founding in 1888, Parker has written its way into the homes, classrooms, and offices of millions of people. One of the first things that users attest to is the sheer confidence that using a Parker pen brings to their work or studies. The Parker Pen Company has been known to make different types of pens other than the prominent Parker 100 that came out in 2004.

Other company creations include Jotters (U.S. President John F. Kennedy's favorite), Sonnet, Vector, Classic, Arrow, etc. Parker is a name synonymous with excellence and the brand stands strong to date, expanding into refills and inks as well as ballpoint pens.

This diverse German company is known not just for its outstanding array of luxury pens but also jewelry, perfume, watches, sunglasses, and leather goods. Founded in 1906, with the six-pointed star logo coming out later in 1913, Mont Blanc - named after 'White Mountain', the highest in the Alps - has grown in awe and repute, much like the mountain it is named after. From their limited edition series like the Patron of the Art lineup to sundry special editions, Mont Blanc puts the 'E' in Exclusivity. Mont Blanc is the most premium pen in this list and hence is one of the top Pen Brands in the world.

The A. T. Cross Company is American-based and was founded in 1846. From desk accessories, wristwatches, leather goods (portfolios, pen cases), cufflinks, and journals to fine writing instruments (mechanical pencils, ballpoints, fountain pens), the brand has made large inroads into the lattermost category. Its success ranges far and wide, making it a million-dollar brand that has the privilege of being the official pen suppliers to the American White House since the 1970s.

It has become the tradition for Cross to serve Presidents - Bill Clinton, Ronald Reagan, Gerald Ford, Barack Obama, even the infamous Donald Trump - who have used Cross pens to sign major legislation and bills. It cannot get classier than that; except for Trump J. Working closely with IBM, Cross helped design and create the CrossPad, a digital writing surface, which was discontinued as of 2004.

It is rather ironic that a pen brand can have its name misspelled even by fans of the brand, but those must be one of the minor mishaps of having a powerful and historical name. Founded in 1912, the Sheaffer Pen Corporation is actually American-based (not European as the name might suggest), and it has carried on the rich tradition of manufacturing some of the finest luxury pens on the market.

Their collection includes Brand-inclusive names like Legacy Heritage, Intensity, VFM, Prelude, and Taranis; to name a handful. Also dealing in tablet holders, leather pen pouches, and ink cartridges, the name Sheaffer denotes timeless elegance in a world that would sooner reach for the mundane.

The 1995-founded heart-grabber of the pen world is a brand-idea that originated in India and brought with it revolutionary new pen technology that promoted smoother writing for longer time-periods. Being one of the most widely distributed pen brands driving a lot of revenue, it is no doubt that Cello is featured prominently in this list.

The brand's journey began with the making and distribution of classic ball pens, which employed German inks and imported tips as part of the design. France's BIC took over Cello in 2015 and expanded its repertoire to manufacturing color, permanent, and whiteboard markers, as well as roller and fountain pens; in addition to general school and office stationery.

Yet another immediately recognizable brand name, Reynolds started its foray into the pen world in 1945 when American entrepreneur Milton Reynolds decided to get into the business of pen manufacturing and sales.

Expanding into India in the 1980s, the brand spread out from there to other parts of the world where it continues to propagate excellence by way of improved smoothness and precision in writing. A branch of the Newell family tree, Reynolds ballpoints have stood the test of time, especially in India where they are widely used to date.

We return once more to India, specifically a Mumbai-based company called Camlin Kokuyo (the latter half standing for Japan's 51% stake in the company, as of 2011) that was founded in 1931. The brand has long proven to have a flair for making exceptional stationery. From fountain pens, pencils, inks, and art material to marker pens and general stationery products, the Camlin brand is recognized for quality and durability throughout the world.

Straight out of Italy, Aurora may not be as famous as some other brands that we all know and love, but it has displayed an amazing level of craftsmanship and quality in the pen-making business. Founded in 1919, the brand is known for its distinct designs in leather goods, paper, fountain pens, and sundry stationery.

Still being made in their native factory in Turin, North Italy, Aurora is famous for its Diamanté limited edition writing instrument, which is basically a diamond-studded pen bearing a shocking but oh so delicious two thousand diamonds - the pen was priced at US$ 1.46 million.

As catchy as titles go, this brand is also part of the Newell group, which calls Reynolds one of its subsidiaries. An American-based company, Papermate's very name reveals its chief product, namely stationery items. Founded in 1940, the brand is recognized for its Flair felt tip pens, ballpoint pens, erasers, and mechanical pencils.

Taking the green-conscious biodegradable approach, they started making environment-friendly stationery that has set quite the standard in the pen-manufacturing sector.

The Shanghai Hero Pen Company is famous for its lineup of writing instruments whose design and efficiency have often paralleled that of Parker pens. Strange that the Hero 100 series distinctly resembles the Parker 51 series.

Founded in 1931 and renamed in 1966, the brand is recognized for its neat range of different pen types: Gentleman, Lucky, Xinhua, Xinming, Wing Sun, Guanleming, Huafu, and of course Hero (one of the more memorable names on the list). India welcomed an influx of Hero fountain pens, and they have remained a favourite among students in the sub-continent.

Pens are personal symbols of power and prestige, and few brands can help you feel as good or as confident (especially where exams are concerned J) as an aesthetic and fully functional pen. In this spirit, whatever your favorite is in our shortlist of the top 10 pen brands in the world, you will surely have selected a winner.

# data[].attributes.attachment_link.title
Top 10 Pen Brands In The World - The Best Pen brands of the world

# data[].attributes.attachment_link.description
Here are the top 10 pen brands in the world. Pens have long been considered symbols of class, power, and influence.

# data[].attributes.body
The growing e-communication among the corporate and other social class people around the world has become a threat for written communication.  Parker is a manufacturer of luxury pens and its a niche market.

# data[].attributes.attachment_link.description
George Safford Parker, the founder, had previously been a sales agent for the John Holland Gold Pen Company. He received his first fountain pen related patent in 1889. In 1894 Parker received a patent on his "Lucky Curve" fountain pen feed, which was claimed to draw excess ink back into the pen barrel when the pen was not in use.