The branding strategies that have been employed in general for a luxury brands are focusing on the consumer experience and perception with relation to the brand, for this luxury brand tries to emulate certain protocols (Sangkhawasi, and Johri, 2007). This has been the general factors that the luxury brand focusses. In the case of Thailand some of these strategies are similar nevertheless some are distinctive. The differences and the common elements are elucidated in detail in the following.
A survey was taken among 400 residents in Thailand about how they feel about luxury brand. The participanst of the study were avid consumers of the luxury products and the markets. It was found from this study that the people preffered to buy a product that invokes certain sentiments (Ueacharoenkit, & Cohen, 2011). This is similar to the branding notions and activities adopted by the luxury brands across the spectrum. They try to emulate a persona and image to the brand. The companies involved in heavy advertising and promotions to ensure that the belief of the brand resonates amongst the targeted audience. For example, the Japanese artist Yayoi Kusama created a limited edition of the products. This was not sold in the mass markets. It created a new symbolization for the brand. It created paucity and owing to the limited number of products available for the brand the pricing of the products was premium. This was considered to be acceptable by the consumers owing to the lower level of the product. Yayoi Kusama created a belief and all the people believed in the particular belief of the brand (Stöttinger, Schlegelmilch, and Zou, 2015)
An essence of a luxury brand lies in the symbol or the trademark for the brand. This could be in the form of monograms, brand logos, and interesting colours, heuristic and even interesting designs that draws in the customer. Bottega Veneta, is discernible to the consumer based on the weaved leather pattern (Stöttinger, Schlegelmilch, and Zou, 2015). Luxury brands are actively involved in choosing the symbols through constant repetition.