5. Experiential Branding of Luxury

Another essential component of the luxury experience strategy is the experiential branding of luxury products and services that are carriers of content, values, emotions, and experiences. Luxury houses can use this strategy to create an emotional luxury experience with a strong link connecting the customer to the luxury brand. The experiential branding of luxury refers to the way luxury companies should use consumption culture elements to connect with its customer. Instead of using brand promotion, as in the Ps of the traditional marketing mix, the emphasis on brand cultural meaning provides a necessary complement to promotional strategies by including a focus on the meanings that are embedded and shaped by particular cultural settings and the meanings that the brand shares with its customers. This section will expose the shift from brand content to brand culture and the tools for experiential branding which are important components of the luxury experience design.