该品牌的血统预计会更高。仅仅是品牌的标志或商标在目标消费群中更有价值(Fionda， & Moore,2009)。这些品牌的过度曝光和独家分销会导致品牌价值的稀释。大多数奢侈品牌都给人一种品牌产品稀缺的印象。缺乏是他们维持销售品牌的认知(Chadha， & Husband, 2010)。一个奢侈品牌的终极人格或目标是确保他们真的是物有所值的钱和估计的人。因此，生产中应该使用高质量的材料，并保持品牌的审美吸引力(Chadha， & Husband, 2010)。社会上有影响力的人也认可这些产品。研究发现，公众人物如电影明星、体育明星、音乐家等一直采用传统的创作奢侈品牌广告策略(Chadha， & Husband, 2010)。他们确保这些品牌拥有很高的信誉。就实体店而言，奢侈品的终极象征是提升品牌体验，放大品牌光环(Stottinger, Schlegelmilch, and Zou, 2015)。
The pedigree of the brand is expected to be higher. The mere logo or trademark of the brand is found to have more value among the target consumer base (Fionda, & Moore,2009). Over-revelation and exclusive distribution of these brands can cause dilution of the brand value.Most of the luxury brands create a perception that the products from their brands are scarce. Paucity is the perception that they maintain to sell the brand (Chadha, & Husband, 2010). The ultimate persona or objective of the of a luxury brand is to ensure that they are really value the money and the estimate of the people. For this, there should be high quality materials used for the production and the aesthetically appeal of the brand should be maintained (Chadha, & Husband, 2010).The influencers in society also endorse these products. It has been found that the public figures such as movie starts, sports players, musicians have been conventional employed the creation of the luxury brand advertising strategy (Chadha, & Husband, 2010). They ensure that there is high credibility developed for the brands. In the case of brick and mortar stores, the ultimate symbol of luxury is to heighten the brand experience and amplify the aura of the brands (Stöttinger, Schlegelmilch, and Zou, 2015).
Significant amount of time is spent in creation of public persona and public relations. They try to gently nudge the people into believing that they can influence the public opinion.The most important differentiation between the luxury brand and the normal brand is the pricing. It has been observed that if a product is priced higher than the other competition, it is assumed that the product has more functionality and robust processes. It also heightens the feelings or sentiments of luxury (Kapferer, 1998). The act of owing the product in itself is considered to be a luxury image of the product. The management of the luxury brand has many more variables in this definition (Kapferer, 1998). It is complex and is found to vary based on the requirements of the situation. These are the important factors that need to be the factored. But in reality, there are many more variables that need to be considered while creation of a luxury brand image. There are many more aspects that have been embedded to the original design.