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Luxury brands are associated with consumer perceptions of a high level of price, quality,
aesthetics, rarity, extraordinariness, and a high degree of non-functional associations.
Marketers can manage luxury brands :
 Increasing customer’s confidence
+ High-end brands should foster trust for customers, not simply based on brand values. Faith
needs to go further; more specifically and, to be more specific.
+ Unlike mass brands, luxury brands should not try to make everyone pleasant, but should
satisfy customers who are a real Brand Believers
For examples: Ferrari supercar brand's belief factor - for the concept of "high performance".
Luxury brands rarely advertise in mass media in the usual way, but Ferrari invests a
substantial amount of money in Formula 1 Formula 1 racing.
 Luxury brand – not just a logo
+ Luxury brands should actively choose a symbol for their brand and symbolize it through
continuous repetition through suitable communication channels for high-end product lines.
 Ritual is an important part of sales
+ Luxury brands should offer unique services or ceremonial processes. This might start with
something simple but thoughtful, with classy and trained salesperson, quick customer
service, but it really needs to go further to create a level of "ritual" that allows customers to
experience the brand.
For example, Porsche, this brand changed the delivery by allowing customers to pick up their
new cars on the assembly line in Germany instead of having to go to the showroom to pick
them up.
 Focus on designing store
+ The high-end brand must pay a lot of money for the design and construction of the store,
especially paying attention to the way they sell, show product and innovate it at store.
+ When luxury brands design their store, they should optimize the space, functions, and
customer's experiences the best and another key point to remember is transmit to customer
about brand trust
For example: Prada – this company co-operated with AMO - research workshops located in
the Netherlands and famous architect REM Koolhaas. The result of this partnership is a
large-scale project that includes store designed with available laboratory for experimental
shopping experiences in order to increase shopping efficiency and experiences for customer
 Building exclusive customer club
+ For luxury brands, roles are reversed: Customers must be selected, must be "pulled" to the
brand with the promise of belonging to an exclusive community with many special and
exclusive offers. Only real customers of these brands can join this exclusive club and enjoy
exclusive added value.
+ Luxury brands often create artificial barriers or rituals to choose eligible customers. For
example, customer of luxury fashion brand - Hermes must wait for a long time and even have
to be intimate with the brand if they want to get the opportunity to buy a bag of this brand.
 Instead of "push" marketing, it creates a sense of belonging to a world of its own - a
world that is top-notch and exclusive to the consumer. Customer are loyal, they feel and
appreciate brand.
 Iconic communication
+ A luxury brand aims to communicate and media to create a legendary and iconic brand,
associating the brand with a secret, mystery, or myth to establish a good media story