Luxury brands know how to make people burn with desire, in slow smolders to intense flames. The thirst high-end companies create in customers makes them do what they can to attain merchandise, and thus share in the enjoyable image the brand presents. What exactly are these techniques companies use, and how difficult is it to become a brand of rarity? With the right strategy and design, the status of being a luxury brand is more attainable than you may think.

Before you can begin building a luxury brand, you must have a clear picture of how the ending image should appear and the emotions it needs to stir up. Nick Foley, President, SE Asia Pacific & Japan, Landor (landor.com) explains the most sought after brands speak to customers’ primal wants.