The alchemy of luxury: brand identity and value creation

The chapter sets the foundation of the book, discussing the dynamic nature of the concept of luxury and its inspirational value in current times. It challenges conventional views of luxury, advocating for a new, multi-dimensional approach to understanding luxury brands. The chapter transitions into a discussion about the players in the luxury market and their growth strategies. It delves into the key elements of brand identity, focusing on iconic signs, supply chain, country of origin and organizational culture, highlighting their critical roles in shaping and maintaining the unique character of luxury brands.