Luxury brand marketing: Making a luxury brand

This article discusses the nature of desire and how this relates to luxury brands. People engage with brands to help them engage with the world: to reflect experiences and frame how they want to be perceived.

Luxury brand marketing: Making a luxury brand

Nir WegrzynBrandOpus

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...

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