In The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brand, authors Jean-Noël Kapferer and Vincent Bastien coach executives on how to build a luxury brand. They philosophize that the appeal of luxury items partially is based, unconsciously, in creating a legacy (leaving heirlooms to keep the gifter's memory alive, ergo immortal).

If marketing is about giving the customer what they want before they know they want it, you must create a mythology around the brand in order to establish it. To read nine reader reviews, click here: