Eight principles of luxury

What sets luxury brands apart? Like mainstream brands, luxury brands need relevant products, clear positioning, keen understanding of the target customer, and solid business strategy. But luxury branding goes far beyond these basics—sometimes even beyond logic. Luxury brands evoke an emotional response, be it the subtle satisfaction of pouring the best bubbly on the market or the sheer joy of letting out the throttle on a Lamborghini. Luxury must be felt.