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 (Kapferer, 1998). It also increase 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. It is complex and is found to vary based on the requirements of the subjective situation. These are the important factors that need to be the factored. But in reality, there are many variables that need to be considered while creation of a luxury brand image. There are many aspects that have been embedded to the original design.
Luxury brand should imperatively offer functionality and maintain high quality of the products. Apart from this, there should also offer innovative services or deliverables to the consumers. This is as simple as actively listening to the consumers or engaging the consumers through a number of promotional schemes. Le Labo is considered to be a luxury brand and they have been doing well in the markets. However, in lieu of the product cycle principles, the value of the products reduces with time. For this, they had tried a new technique of preparing the perfumes before the customer. In this case there is a pre mixing of the perfumes in front of the customer. They deduce the fragrance after interaction with the consumers. It is an interesting strategy that is used to connect with the consumers. This innovative straetgy has been employed by the company to make the consumer feel exclusive. The customer requirements are met and the premium pricing of the product is also validated (Stöttinger, Schlegelmilch, and Zou, 2015). There is vast brand recognition that has been garnered in this process as well. Hand-blended perfumes are an innovative design. There is engraving of the name of the consumers. The consumers then create a special bong with the brand. Similarly, in the case of Porsche, the consumers are allowed to select the product from the assembly line of the product ((Stöttinger, Schlegelmilch, and Zou, 2015).