The beguiling allure of 'masstige' brands

Trading places up and down the value spectrum isn't always easy or successful

The Bombay Gymkhana, South Mumbai’s storied 140-year club, made news for its opposition, and subsequent surrender, to the demand by a group of guest members, whose temporary memberships were to cease following their retirement from positions that brought this sought-after privilege.

Without weighing in on either side of that controversy, the incident is interesting from a brand point of view because it underlines the irresistibility of prestige brands.     

In times gone by the Bombay Gymkhana presented an image of rugged sporting competition but with fine manners, of high achievers who had sophistication and poise, of people who went