Defining what is and what is not a luxury brand – and why it matters
Posted Bya Luxury Daily columnistOn In Columns,Featured,Industry sectors,Marketing,Opinion | No 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vwpy3\/vq2mF54SGxFpoNmouoyQe8ajQI3VC+oefzuzJGqeavRq4BE5U4SQ44Og\/5EEC2w5BE8FXoJ3VOsUtC0u9yxOWCgH3J4Ya7pUuxRwhl79s5p3eg3y8H9ctMro8WmbB3fpZn3fVZJC7LeQ+Jkv58jmuZsEib4iha8USU3mfPITdvTk5qroGmoLRLKZnXojtalFkMG1ORUg5Iib4Yy+7mS5bOF\/+0VRN4MXCHD3EnFxocf7nMETwi+RqZWj\/10vccLDS4scu8KNgpTb8WU+lBhyszq6Niofl\/iUJa5Yhl7DOpwRy7hW0M7rC+zKJCXgUZGKrBiBpo+q7G0PaCRCxbxMwijFsLXBMuBAzJQOdzAJQ1uxdmvgL0+Tt1+m\/kixSW3lP7Pe\/BAQH6aOw6C8wSu1pHaUzMGObP90NAEnMFTlzajj3bCefVgbh3VL+Db15hCoRX8ZY2RnRHcJlx2auVht1VBO\/BaIz+SDCpAZb5YYtfetlWzaQJmdG3sSQzmHb4KEDuOkNji2cIST\/eF7yCNuKjwIDQjhTaQDIAu3DzTTlhVmjUsraqT8sjf4zBqgBt1TtW+J5VHahoO4lDEVu6nt4mk\/vq7Za0OoGoFtaazoaTgSTN2IB1cjko34NldlJkrMnoFKqJgEUq1FubtHY5cu0JmiR3QXd8ji9SImpK3uhcTRXyp2mE6jq8SV\/J2qCz8PqZZwobfkoPP\/5q+xoM\/l9R4fTSmGk6yIA8HPgD9ReIGhyZyPnGTboSbP8eDAeqcdSirTgEHpt3+xyChArdjlUNY+BkfDmsxvKeEmwYl62ooMBWMrkR4N2wik7HJZRN1AjqOJqwoAtMRZYWX2O5RK8MVs36Y0HmK1WG5xJlCZqU\/JOc8+s3WqagSZJj7loAvU0N5Fe44vudhzWUm9WA+5Rc+MlwsAubo0Q0BXGJCsn5BeydvGRwEwsHs9YkbNo2kTumWIzhPzkcbrddMMTnK\/vYxaE5UGlEVSRzaYxF2fJdYBrMP4nrcnQGK9QJMh1SMm\/USw18Ns7pKg03vSciYFGoj\/H6vandlj2xZLSV7L+LBnVmCI7vg5W\/NND1SgmICVWa0QG7tUN6PAiF11kdWAZjbJwQCKUF+fn16vE9j5Ecz3vv\/Dv2J7cozhG9FCZxUdbUscjWP8wetfiwQ5Jw1ahOuxTjQrAwNAmHqDHynKi7OR4xG\/NTtgkhvuZRGUfWXATeX\/IR0vQS49IeEmeMChGCiKypvp6BUNqdD5sXadOyibIr2tlod0MZ24eIzYTEj0riJv\/j1jLw9wN8+FlG4LIFzWp63mNVYn97k\/ICpuYUrhCVwinhUUb5pdBQU\/4WuUSwsx69KkL5WEFgVR\/SaTTtfUAswfvMloTCoh0Qsek9pSu8ivBBQ9hSxsOo1GDVtOuNmyCRXdQE8avhqs+0vC+KI2n1\/QXCCJIWTy18p2D091bMPnntUIMPLTxAUv+QWD5z2NdyOrxjMaq0cFxAsB5jTLwVQOZ31ebGtNYvWbiOrZEIg1nYLqbiPgXGM4Vggnk+snmqCQMCVsYdYBXFmfrkdYykWuVwV3tnBJ0Zfe0DUeknszUPE2BKhrKYgG+ObBeg7c+WGNUDfaPxtfxn33E9umr0uj4zFbR4QENpdkHRr16UKBg\/kdL1qbGcGRQ+Y3Y5jKM4P1M2ZuCA9NoclXYsIdeNU6qR0UAmAcg73kfFTacoy0c+MHyvDPCVZdyrWw4Jc6YhoTmT2glOGJY7wT9R0zsEOjUni3gYzkMig1DJRdukuARk58BgJnYuL2Ct81r77vBA3Nuk+CzKhMRNp\/WTTMdxWRzvfdQe05A1atjJ2Y0FbwYyH\/OzEpWghZ1K572OqxxJpUAscX4NqLtFzZyTooVajdtNnC0GufNPnf1A\/PxwFoZjfeETxvLuGIfMO0Vi+T7B9WITxukiJI2Wwxo9eAqPne9JlVA7b6O9HCn95RfASaIyjai2s\/dFU3f19vH2ZTPr+aG1+1v7kEdIe26FI\/40BRoxgkiYooCoTq\/IDVlXEhwAUJ+Ra92i+d9NSwdqEEreD0u0o0Q7j4fZ66wTMfHy4TfwgIW5bhgGDgl4tumyMz+nrzHNd7YabO\/J4eTqL+NKxDGl7Zk\/YuEV1MYKPRPHWphUe73g3WnrJ5hp57+M3ck520DNTdZ6C5XWCCz6YrhD0Q\/aMBMvy8dQRvqREok1aTWk6hW8B0i7RoZ+R2hOnfJc9Rbr20zylWjgM8BTahoLB9ytIUKGYSweiXIOz\/egcNZwShkYjeuheiFXwcf9UFYqDu0sQkUVLpTkyKm+\/abQMa3DMX1LWNAhTMk5uFaDqHybkmcfEs5EubD1JF7+PWJ\/8\/ZRjJmBtzQueVBcWxAMXb68RQG+Anj9AZSbPqmFKS8YHXCyKnBTLKmnizaO1v2zNlX2F+IAd7Yn9kMhSq1rzHrw05o\/KXt+Noz3EVVNKmNAwZjeUjCgXq4FW5lrq8dGEbyHCCeandGsYBnDZQfBwIUtUhhAvRjIk0WBxYyjw8Me9qMD62BUJzM7zbcidxUfJlWOlVukhoplqpHLQu8Ev3UqAfk26Z0a6UviolQRVLPe83bRwflFSRjqUVS\/5i1dO0nNBYpyQxU1ApQ59NXGhwGtbEE5Vcttf9a8QgDOi9Cn833IUR1+rsNqDnrflKH2waOoUAokEdYL6Bewfrqfc2TVO60xMRYzkgdmQaSj8CWmI8aoLrwMxJW4TS4q2g30o97xgW3JXR8ifb8A2N98eGfxtJe27vTLbwnJ+hl6qr931F3FVfoK+wmIuGDYWFN\/1j+j1wNXLGn3VbrrByLikHYAPL3k6pwPnned3JFC8f8haxZk5OKhk+LZdfvhixSKblf41LFx8\/LjW\/sEygsQziOzWoDrt02a+1Hxmx255dOXrFBwL2aNlKlEnf9tS5Upw\/ytZX2q8UrKAb2nIF7ySn3Gttjxi60eVdfMZOn2dndhQg6cq8zeyElNW5Y6XMCft\/sD\/vxGh6stAkdqBZ+l0aBawltxIzkd3dWxb5yexxJOVCEx7yljxx33sa+SDy1\/\/L2+mggPepNWON0Z8Ijc1DF5gwvmalQYER1z9mIhQES1Np4GA+VaDVjLzNiCuv8bayPvbFXpz\/ai8bct0iNe6AK16684sfU\/BRKEJA5rTYhnZIjuwzJC3jFY5Hi5XchnnQ6J04rBylYUgwuS3A2cyU\/lPHHY9Aq25m6EspNfl73D21gdVAfYZtHFC8H56LRgbk1lpy2uvey8mA19IePYrMlTYo\/u8woPS8+Lv1fbVX4mAq+VZPIfrwad3d11rqlqNoH7tZ3OMNfFu\/vrpHRab27XvJ48cwCI2WRq5c1kDaoRClf1jqr0v99tFwsow7i5MoQ6zOHbBgAahLvVSK7NkVsCa8R4rqbeKsjZ0aZQ3QmfYjpvMtqfe5LMHFfiW6mKaZ7jnT8jcPavUyjnXxubdWOGyPAsSLUzh17AE2AhDhBqpx4pT44PGAMpZselKF+miICW7VdcoosljwcbK8NkdH4cxjjUdwBgGiW5RqxHfH\/W2541QRCma9ZwgMpMUv3DBk6D2YaHcC1jN3GFqX0lqGm4mJD5ax9hw+EZiyzExH+Ve8U8YJwNX8AtrRrT9y2rLELxuYWndDeWHhAwLGTwJSak1w71JD0eVEMg14G76OiZ5JL\/EQOy6taaWZAtawBBwDsVoxTL9BLKMsLIA2Z6cSAXHqne7YDlG97Y1pPucChBWhjnHHaXbWcJ7ZcYe6cTJt79WCC64Cue8NOAxy7DRQSj9ZwR0JwH+YkvSUgluOFXEnVtp21wRIdBcPB\/Ekw22ksBj4yZI9\/p5wy8LsLCCmnEm1KvSs2eoLQVcZsczMFlyzCH5rygJ1Dr3q2ZVzUyX8Q4UP1ueCfzBYePW9Ad5HGm\/BCtpqZjlgai3azIvZsI2akFMpDXkuYMB6qLyFjLMpjU61ZPgd6dPrluOI1W0OU3wD\/MXp0qYkYjLeCL5FqYaaggs\/3WVd\/ABzq1T\/SoBRwmw6TrJeMwA1wUT3r2pZeqlSVWMGzENm3ayhbUXA1DQYYGvAlJ2VmMmWnVR6pHHBEJLkO2AlMmzxFVV7iKhxxxUjjztYAz1k7NtxeBWrfk\/iiKdJ24JcOHEblyX8dKxZH5ZH1xd5tThGKb\/KWLKCtLTfVpdzwW\/wKbRlO5nFrJMsFinRPXgZbnuvFERYX8j\/mbAkHqIBdOpidVk1F7BKmvOXSdbNVAos4\/HLYyoYDHIL5Sf4eYI1gEsULx3lkx2Hx2xbY4boPRP284v82HvfeBZKXg5orbsIt9D4ucudW8oC3dRwgvRriQ46qV7bbEUYkc3x\/68HHTx7bbgBy\/d\/fFTvjcSeAQV0+mTH1bC8JiU+sE1QI3luHvQiX\/Zs\/Df3kTgD9KiCKKYp6mgcoxw8GsqSmvl1mHRxBhUqHCIFQsvhkKBS9dEwhnAe0SguTxJqSZqnaCVlwgSo7FZBwY4+B86vyUGIWgcwSjNxmtkaRCkIjK6jTRrR2C6AFmMfs0VLtwRpnFqAxuRaG7asthykK8HBNe62w\/lgi7blUXvtPRPKOgyEFMFMfewx64+4LFkIAQ4XUxtMf2XGNd\/5ebDA8Ctnc4C9cZAL+HG67aH0Dimv43fAZIJa94+Rs6tAIYZZMV18FPw2xE\/OnJaV6kLOkocR6D1i6BztELhMgYdUoIDmxaW4ZgIZlt8hJI2v+FussBjhQlrE1HuldtCyk24FuFkGKLIRq3amGTh+9\/Mg63fF9Dxb3MRUvEsnbXdP9yGwOQjUmBZXGou5VAanE1FkjD2SLB0EM4xopq8SUtOqqljQZ\/oBQXjzexBef\/BhyhgaawwZ6E7cyOuWjKeMyl+Xwg4+lkdD5rgtdm430kXVdbK5YC6yXyiXJm62llkUr+g8iN4jMC\/dwDKOGrEPFDZ6dZdNS8w8yY3lxnko8EYYCJ24y4Bwf9VwaS71k4EnVugaD2CRK+mvk1VOoXCUXJAxsNtzFpKjfmruvKs\/fntMS9Gd+BXExZexOwxB+rWpHR3LgJGNxSkbnyN9oayAibImV80kJAvvkCxJngFNVxHL\/wwPo2iw+WwPmLpfvddThH8\/ov1Sx\/5dukB9UVUgfyJzqhbXanCgg1KBe3qotleRKWgzIrMSZapktYLiAoVJVQB6tEmefqNjDUPXMxZNWtbIY3ZAYzIha59q5vM6WwphtySQgEchAD7dKqaLsrZ1qXi2fb0gcInG3dMYZSdQ6rJ6bM71w\/r1Lqc6q\/bf3YQS809c8vDuJEs0sxs23yRY\/jQa1PEx9hoUCQaezYd5dUgHUP9cq2yYJy2ZcsrhxiaNhSTu7uK4Gn9GYDIocHkIETxObaJqzWraOol2yWHCqR+\/\/8r\/iXm136MAtc7cbZh3XC47b4+NEBD30WidUyYuhYIqGwcrfogoz2pR98p7659bXXrwbg6DZLy+LwiTb4wWTmXn13zxjYIClXm3jN+oD5TclpED67hhEYc4MwpJ5Mm5mk3rQ3wgLJivXbtDDkezAZZ3CcbxynKJtUBl675qG58a\/xXh\/uVT89TD8fSOM5vR7h+CD4Mt0aGlPxNA3AcnPiXIDxHrLoL9wperZDokwHJz15yi7cX4uJsFKRK4kJJbT4H1DgbnL54Zq9NWwuXzFQV2+favzQtaUx3wDjwhDx4zC0RYJWdf0hnVhk\/+QH2VRDLjpIuzThLk3kfjqWeFVR4z6mBrTH31qUAdaAvS3ydq2FijCPNuYXCYnhTmNOpC6w8OlJFX1hJmPASnMThmVT+1ZpizhGSv2f+EgbzgFN7VrzyR14rVFTzHg27KEj3b6G7k0USmFENCHaktNJgr1QSaqj6V9ba8VIS0i\/kA+g6czo6NAcPSY87SYBg\/eSyn9zDRZYph0kwAga0Hy02AETOxfV8LL3i3BflkRDvy0rXQz1B1veGr0COMbd7j7BfXgII91EWdms7UkZyXi0I00yx4HTKabKobSOggNz9uIcoXZtoUINd7Jj0ZPA6S+LP+IOvOGdKMpxmaYXkiaPJV2IZzXWXaH569+wguY4Tmq21T4Yr2\/p7xnLTZxDzglbLwh3FQJtqbBZZ69jumTOYCPgv8hI2TsKQNppptvX+V0F\/AEquii9Sw7WlvVMmVfu8NIv6gHsO0LXd3u+EszWjwyVAITkqzlWmCkHwS5YQTBsWEaSAl+UgWxElpSaUCoP\/arNOtu5naFDqDhIAoIMIN6jdforpPFqE0q9aOmZM0aUK\/LbdG9b8xorrYMJpKJoZU+1hS2sC6lqHT8GDkZSsEhrYM10\/k1wSrb4l6jHXZev5oN3+NiXbe7OijjkD0jGJqcrAn6211Tf3Tkt4jJWxZQrCNX3MDQMFhqeWg0XHs4SBplNs5\/5aTskSeyPaGfVziAQwEziODMDPTdUxcBEWoR77NzZBijgq7r3DxTHonAVw2Gf\/ZoPViunh3c0zHJ3xePak0\/1GGX1hJfhtor2D3mW4RkQ+Yzg99QOJj7fGNvTNVpQ8rmBLS9Y3HmoMzoqlWZZ6RztZ0VJObmEQWaq4BaNsfDGUXxvF+4SS+t7OfJas7CIGG9wDzW0uNwpIxqVXczUgcFwFNSj7mONuJg9surqQt9aUHk5MoiB\/X\/98uGIebU\/\/hnS4sYcFHceaK9CrHi0nGIIGjdR2SB+QKQHmkEo34oyfP3NS3jN7cL4NKYKb9xljQ\/qSDad4b28VHCoMk2fOHujbdF9Z4SrWtdp4UBJrXr8Yz6tfYDcxUvIxXhpE\/u8Eb2bHT22inIlbdPBJZ5hjDmZyd\/aPTOendFz+iz3uCKha6WGXW0V1+aaebcxS7v7JgKDRATfUpdM6i5VjQjZhi2l1fLv7rotuxGm6Zepuusz8cYjT4GxekkNGeJhE5gZSpy60qcWt34c2UdKQM\/QHEkMnecT+5JJaKWMyatCm6nEiOypAt0fLYSoa13c3MEojlJVPouNY2J92cGPLZ\/8\/0VREi1\/HIkAAwBo6MuR5srmj0CWK\/vtKvCco+YqUzY\/3FtpNLkZO5E08uc3XhxsxfUCifA5FPpcg3Y8EFSOzICNpWG1WIXA+prZyJx2KjQvhaZQzAfkuUZff+VIwdnFLciKSCg2tWxZSb01CBwW2QUExraRRrCsSmzAdt6DN8M4i7Jn+h6YbiGYUXmXmJHoVARW5UX++5fnaqOOKB1\/0LX9LgwsTapLx2BPn9bV8OGbU+4bpQEJIHfOgobA9C94rt3+\/u+eYJp0y\/iNKWjw1jcHi+MMu0TvUXBmXq3l7VXFuPDt+ElTNGGardppznlUwaXrBUxrxvuNr2dyTl3fa+h3BNVjytzIJzdKBWoJIlUCUxisaVevbJB+hx7mVU\/Z0iUPCYeeIottGBy+YaWZX49IuX3zVcR+6olbprXJGX3Rc2eA14Y1M6EdVQnDhSyrS7\/rkYcp66MHWTY9MxaD02FiV2OMGAANU65o2o\/zOV7d5BgOY1AnamZWGjFLkbpiKAebnMWf5Bgl21gD3x5UOypLgsm+9wKdMIccv6lt40om+6i4CDsNpUfXaLWuohuTiVnY2EbD9zgSuMvnOCM2xH2WxYV2MaNnxIWDU\/XPM57qxDTjZbUI3EFebzixUzBfoicNKqZNSyooLZP6q5uaPA2mcfgyeKo4VWpp7aBnQhv6LhJ6S6b+WkZWVBVYagVWl\/aOumePqIuGI+3kORUkksBtns4ngEs02K3Ac2ZYDxQa9C8LM5T0\/GG24szimekfYyFHjmaf4MpRKAU8uLOerh0xNfcZzZbVPKZxHYh0bmkDzLkGGGu\/qKfnfx4s\/FPIpNocwmrz+BqtGMU23yOMRJozMZhJ4ZQpfoPPg2bmO72jnksnDtQMw0qSTQHmHSDlGj5idf5721wzHvLbL\/7OrZnvGl4KJBIcRgVOFEtHJFou4tjdR9G7lt2FVy3ybz678yWWEWVhe4h+GSnGNOi1B4AHlfbo8URgt36odPxCwzZ4puQmVQBWcvrThSF52CxAqmhkyA88JcaMwE\/27FukU6nhDbg8jtsKgzIOvFS0+eLt4TX1Hr6lfL\/2VOuT5q9hiA7KuKIn02TJzl88juX5M9Psow7O2UhLJg0d6hZhm0QJh\/DRbWLf3cxKja+5VOGncH4dxlCB51p7pHyrORIIO1fcun7bhBsMAO4GcJQpFWtQFThTxihgQB68hC8brfVT3d+wHj\/+y6epak3EnKL8Wfk9beOjo5nzmX1y05BuBc6vxhLejJKQvcFe\/rAwzWzFx6JCRQR3FV9CHKQ8nhSlvNwNw7BvoWA2N2SyUzWk9JXPpCQvfqk3MLVlqKHQ8T9RPg+at98Dz9DO33doN2O8ZnFYE3PK8OVPhx5g5EoMfv++xw6GhSmasAkFXkOknzrtQ+LL9NpQXtyMaXyQ1Q80EHjjCBSDqb\/tCdR87irAoMZlh+ptR9out8hZc0P8XwtGGnRWnb5iak9hO+tZOakWZYwYAFtdzkRsTIa9umBN3oxdK095xUHQLDtff+zgs1ONEFyZSohyRN5Jp4EMGwsWeNueAZ4IeTCF1D0gfPp5eOWUJmo55TBK2VRpLne6lwKckmVQAGAsq1p8VBoSOKDVqrRfJnmsj5ywmcIl+TGOT8ms1ZuC\/9eijJiJa5i\/E+Eb9MMnuLovLuNIk5aCE4JPIjU3QcSk\/C0Ilzx0T9mhu1IfeLxexdgWYd68HNOvhLKxcSuIlLi508n3MH2WDtuZ6fZP\/4RWLpbFDtHoo0ceh1agST5Zdx2\/gRQ\/AsGoq1tx5NC7gNgmOqP68sz5N0xOWTIYWu62NlP1lgXWSWmL\/CtasU1ZmvfVMnWOXh2rp0K8qrzGOInZwPHA5LOhdJJYPL0Tn68VbugYWVaVbaVI93hhKrAWKTiD7VtIE451jr\/2VlJ7X9IvBUhn9biDt\/2XcFloUkpcWbDgZm0J77jP+bgjtgKEwGjNJ+zPgNCJOx9RDXr9gB2HdrMVat4g9ZqEDE6swqZa2E+bA1dVJAdqTWUy33hSYZIcLouRtZM1pV18bLrl1QHTGrn+q97B9kLFd8QoFkEjiuKajPKb0d0PdciTHPn\/xEdlYEK54\/6TknJul8Pe5NqxLiQxu25ZKqlp2jwn6WblmZfDUM4XYageGTIbmWYZyUCkFBUhnCs6vBhV7LsK0ow+u6S\/dgkMuuyGOBgXUjW5lO8bXbCu5dasqVz+1hRd1kkLrjvsjZvHwVEusoYvvtKVJnwmL641VkSHFiSKmNNAPNp52REmR\/rcvkCw3+E2kwJpCY+x7fQovTAY9wueZR2ki1GJEp9TD9qhsn6ZCBg9rQHouuHP3xTD53XsC8DFygE62W9CGNYKTLeQX+yuFAQTObUlciEEhG5W77+whdLP+Jgt8QUuE2mocp5Wqghmsokzzly3yiwoygbqEAjzHH9+g4\/vzVS2n2SDXS7QultKakq3Sbk59aDXRnZ+RsT7SRT4ntkHFPzLoZicPM0VVDmfKAzqyQrNrut06NpNbL\/G3i+bdU2BY+Ya9oHz9xkTsQ76jMge0eQoUwqPu1dBRSMZAVyaIua0ByWq8bu5A0zNRRvRpOTNsAxL9V\/gV8H0EV+P1gRbqA+7l8JPknQkgiSajlO4xY3AkeIOxVK9g4h303TCaXUwViA2NeHCpwBmDb9oYULit8JXuVG\/whf1Gweuu1KWbxphSS9pWSkPKSF8cZs2eACI\/7m2H8zoBfiW6y\/St+l0ywdxyU4akBrzoKSMucmFVDNCOW7x2zL6J4fXaEi8gJ6RRxClFbbAJcxLxmv54Kueup7BjV8f+C4btShmvAYjtIPR\/wDHJlqje2OjdV8Vl745O9R3Y75\/jS08omBbML4eWqwGnU\/1f+wvvS1VM9ibuJtg\/KO1TaUvkxxdYIDJWbpI3II9K8U813mZnRfM85ESko3BEM9nTxS8zV7QRN9qL\/XJomktzvgH32r+uLwMg39Q==","iv":"56a8cbfe027c9d427cdad0469cd3384d","s":"dc37baf5a433517b"}