Part II. Handbook for the Creation of Luxury Products and Brands

Besides their value for the classification of luxury, the major luxury characteristics also help in developing an understanding about how to actually create luxury products and brands. As this is a distinctive area of application, the explanations regarding the characteristics of luxury products are consolidated in this part of the paper. According to their definition, luxury brands have to create associations about the major luxury characteristics, which can only be achieved by adequate marketing measures. Because of their high relevance, this part also gives an overview about the major marketing-mix strategies that allow for the influencing of consumer perceptions about the major luxury characteristics.