What is International Luxury Brand Communication

Today, there are different digital communication opportunities that companies use to communicate with their customers. These are especially web sites and social networks. International brands are adapting to all changes in this communication environment while determining their communication strategies and then they communicate with their target audiences. Brands communicate with their target audiences and potential or unfamiliar audiences through communication opportunities without borders. This is also seen in the luxury brand market and consumers. In this study, luxury brand, luxury brand consumption, and finally website and social media applications used in international luxury brand communication are explained. In addition, comparative content analysis of corporate web sites and social media environments of Ferrari and Porsche companies, in which they are producing and marketing luxury products, were conducted and evaluations were made in the context of international luxury brand communication.