Luxury brand management relates to the perception of a particular brand among consumers in the market. It broadly includes the “connection” between a brand and the consumers: ranging from the product quality to the brand loyalty displayed towards the brand. In the luxury products segment the “story” behind the product is of at least as Luxury brand management relates to the perception of a particular brand among consumers in the market. It broadly includes the “connection” between a brand and the consumers: ranging from the product quality to the brand loyalty displayed towards the brand.