Luxury brand marketing: Making a luxury brand

Nir Wegrzyn
BrandOpus


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Luxury brands tap into our search for happiness and must appeal to the subconscious and conscious parts of our psyche, explains BrandOpus's Nir Wegrzyn, as he explores how to build a luxury brand.

To understand the human relationship with luxury, we first need to examine how we relate to brands in general, as consumers; what role they play in our lives. An urban myth abounds in marketing circles that consumers have some in-built human need to engage with brands. They don't. It's as simple as that. What is true is that, now more than ever, brands do form an important part in our lives. But our relationship with them has nothing to do with consumers trying to engage with them; instead, it is to do with how they help us engage with the world around us.