Luxury Brands Versus Other Brand Categories

Luxury brands are nowadays being incorporated into our everyday lives. They deal with different aspects of conscious and unconscious consumption, different cases of consumption, or different cases of demand. Luxury brands are the evolution of other brand categories related to special products, or to special distribution channels. Moreover, luxury brands not only evolve the brand management process but evolve also the consumers lives attitudes and ways of thinking.

Keywords: brand management; branding; luxury brands; conspicuous consumption; differentiation; luxury products or services