Luxury brands are not only focusing on product integrity, but also the brand image. It is crucial for luxury brands to have a solid brand structure so that consumers can truly perceive the luxury from the brand. WIth the brand-building process, it can help luxury brands to scrutinize whether the brand structure is well planned and complete. From brand concept to brand value, the steps are all intertwined. However, by sticking to the brand's DNA, sometimes luxury brands alter the branding strategy when time goes by.

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THINGS YOU NEED TO KNOW |

24 ANTI LAWS OF MARKETING
   • How luxury brands do marketing | 24 A...  

CREATING NEW LUXURY BRANDS
   • How to create a new luxury brand? | L...  

00:00 Intro of the episode
00:31 Importance of branding in the luxury industry
01:21 Brand concept
03:34 Brand identity
05:23 Brand awareness
06:47 Brand positioning
07:32 Brand loyalty
08:13 Brand equity
08:40 Brand value
09:27 Summary of the 7 steps of the brand-building process