ABSTRACT
This theory chapter looks at luxury brands as a living entity, exploring several scholars who have tried to describe this phenomenon. Comparing different theory approaches, a new model titled “Luxury Brand Qualities” is introduced. The seven components of “Brand Qualities” not only look at what qualities the brand must ideally have but also includes the parent manager who is responsible for implementing them. Next, the “Luxury Brand Construct” pyramid illustrates the different levels of product categories or sub-brands which a single luxury brand can offer - from the most expensive to the cheapest price points. The framework contextualises the level of availability, quality the level of sustainability and leads to Sustainability Note 3, arguing that towards the top of the pyramid, a higher level of sustainability is present. Offering another perspective on the same construct, “The Luxury Brand Touchpoints” illustrate how very different consumer groups might choose to experience elements from the Luxury Brand Construct. This means that products and sub-brands are specifically offered to distinctive consumers and are differentiated between affluent and less affluent ones. The chapter offers further insights through an interview with Serena Gossain, a luxury brand specialist.
