Elevating Timeless Elegance

Luxury Brand Management

At Summit Communication Group, we are the custodians of luxury, partnering with iconic brands to weave narratives enriched with cultural strategy, purpose-driven design, and disruptive innovation. We are not just a luxury brand network; we are the champions of the extraordinary, crafting culturally rich campaigns that captivate affluent audiences worldwide. Our expertise spans strategic communications, design, advisory, and curated off-market investments. Summit represents the pinnacle of art, luxury, events, talent, and community, driving innovation to achieve the extraordinary.

Luxury Brand Management

Principles & Culture

Guardians of Luxury Heritage

We believe in the power of legacy and the importance of evolution in luxury branding. Our approach is rooted in understanding the heritage of each brand and infusing it with contemporary relevance. We are committed to maintaining the unique allure of our clients, ensuring they evolve to become new dreams and create lasting relationships in a dynamic, social world.

European Luxury Values

Our Rules of Luxury Communication

1. The Non-Comparative Nature of Luxury: Beyond Positioning

In the realm of luxury, the very notion of ‘positioning’ is anathema. Luxury brands exist in a unique space that defies comparison. Unlike mainstream brands, which often rely on comparative metrics to establish their value, luxury brands are self-sufficient entities. Their value is intrinsic, built over years or even centuries of craftsmanship, heritage, and brand storytelling. The allure of a luxury brand doesn’t come from how it stacks up against competitors but from how it stands alone, unparalleled and unrivaled.

2. The Beauty of Imperfection: The Allure of Authenticity

The conventional wisdom that a product must be flawless to be luxurious is a fallacy. In the world of luxury, small imperfections are not defects; they are signatures. These slight ‘flaws’—be it a unique pattern on a leather bag or the individual brushstrokes on a hand-painted vase—add character and authenticity. They serve as proof that the item was crafted by human hands and not churned out by a machine. In a world increasingly dominated by mass production, this authenticity becomes a rare and valuable commodity.

3. The Customer Isn’t Always Right: The Integrity of Vision

While customer feedback is valuable, it should never dictate the direction of a luxury brand. The essence of luxury lies in its exclusivity and its ability to lead rather than follow. A luxury brand is built on a vision—a vision that should remain uncompromised. When customers buy a luxury product, they are buying into this vision. They are not just purchasing an item; they are acquiring a piece of the brand’s world. Therefore, the brand must remain steadfast in its vision, even if it means occasionally going against customer preferences.

4. The Exclusivity Factor: The Velvet Rope Principle

Luxury is not a mass-market commodity; it is an exclusive club. And like any exclusive club, not everyone should be allowed in. By maintaining a sense of selectivity, luxury brands enhance their allure. This doesn’t mean alienating potential customers but rather ensuring that those who engage with the brand are genuinely aligned with its values and aspirations. This selective approach creates a sense of community among brand loyalists, making them feel like part of an exclusive world.

5. The Art of Supply and Demand: The Ferrari Paradigm

The principle of scarcity is fundamental to luxury marketing. Take Ferrari, for example, which deliberately limits its annual production to fewer than 6,000 cars. This self-imposed scarcity serves a dual purpose: it ensures that each car remains a coveted, hard-to-obtain item, and it drives up demand, adding to the brand’s mystique. In the luxury sector, less is often more. By controlling supply, a brand can manipulate demand, turning each product into a rare and valuable asset.

6. Master-Servant Dynamics: The Aura of Authority

In the world of luxury, the power dynamics are clear: the brand is the master, and the customer is the willing servant. This is not a relationship built on arrogance but on a mutual understanding of the brand’s inherent value. The brand dictates the terms of the relationship, setting the rules, and defining the boundaries. This authority creates an aura of mystery and allure around the brand, making it irresistibly attractive to those who aspire to be part of its exclusive world.

7. The Obstacle Course to Ownership: The Journey as Luxury

The path to acquiring a luxury item should be strewn with obstacles. The more difficult it is to obtain, the more valuable it becomes. This principle turns the act of acquisition into a journey, a quest that only the truly deserving can complete. Whether it’s a waiting list for a limited-edition handbag or an invitation-only event to view a new collection, these obstacles serve to heighten the sense of achievement that comes with ownership. In the world of luxury, the journey is as important as the destination.

8. Social Segregation Within the Brand: The Hierarchy of Value

Luxury brands often employ subtle but effective strategies to differentiate between their high-value and low-value customers. Take Armani, for example, which has specialized stores for its various product lines, ranging from the ultra-luxurious Giorgio Armani Privé to the more accessible Armani Exchange. This segmentation serves to create a hierarchy within the brand’s customer base, ensuring that high-value customers receive an experience commensurate with their status.

9. The Subtlety of Advertising: Brand Storytelling Over Salesmanship

In the luxury sector, advertising is not a tool for driving sales but a platform for brand storytelling. The focus is not on the product’s features or price but on the emotions it evokes and the world it represents. Luxury advertising is often abstract, artistic, and open to interpretation, inviting the audience to become co-authors of the brand story. This nuanced approach to advertising serves to deepen the emotional connection between the brand and its audience, turning customers into brand advocates.

10. The Unintended Audience: Aspirational Branding

While luxury brands target a niche audience, their messaging often resonates with a broader demographic. This is not accidental but a strategic move designed to create aspiration. By communicating to those who aspire to own the brand one day, luxury brands build a pipeline of future customers. This aspirational branding strategy serves to broaden the brand’s appeal without diluting its exclusivity.

11. The Price Illusion: The Alchemy of Perceived Value

In the luxury sector, the actual price tag is often secondary to the perceived value of the item. The brand’s aura, the craftsmanship involved, and the story behind each product contribute to a perceived value that should always exceed the actual cost. This creates an illusion of exclusivity, making customers feel as though they are getting more than they paid for. It’s a delicate balancing act that, when executed correctly, enhances the brand’s allure and customer loyalty.

12. Price as a Function of Luxury: The Brand as the Price-Setter

In most markets, price is determined by a variety of factors such as supply, demand, and competition. However, in the luxury sector, the brand itself sets the price. This audacious approach is possible because luxury brands offer more than just products; they offer experiences, emotions, and a sense of belonging to an exclusive club. Therefore, the price becomes a reflection of the brand’s perceived value rather than market forces.

13. The Price Escalation Strategy: The Paradox of Increasing Demand

Counterintuitively, raising prices can actually increase demand in the luxury sector. This is because higher prices often enhance the perception of value and exclusivity. Over time, as the brand becomes more established and its products more coveted, it can afford to increase prices without alienating its customer base. This strategy not only boosts the brand’s bottom line but also serves to maintain its high-end positioning.

14. Elevating the Price Spectrum: The Ladder of Exclusivity

One of the key strategies in luxury marketing is to continuously raise the average price across the product range. This serves a dual purpose: it maintains the brand’s high-end positioning and creates a ladder of exclusivity that customers can aspire to climb. Whether it’s introducing more premium materials or limited-edition items, the goal is to keep pushing the boundaries of what the brand can offer—and what its customers are willing to pay.

15. The Non-Sale Sale: The Art of Non-Selling

The concept of ‘selling’ is almost taboo in the luxury sector. The very act of trying to sell can dilute a brand’s exclusivity. Instead, luxury brands focus on creating an environment where the product sells itself. Through impeccable customer service, exclusive in-store experiences, and a deep understanding of customer needs, the brand creates a magnetic pull that turns potential customers into willing buyers.

16. Star-Free Zone: The Brand as the Star

While celebrity endorsements can be effective in other sectors, they can dilute a luxury brand’s exclusivity. In luxury marketing, the brand itself should be the star of the show. Celebrity endorsements can shift the focus away from the brand’s inherent value and craftsmanship, making it just another item in a celebrity’s vast collection.

17. The Intersection of Luxury and Art: Cultural Capital

Luxury brands often align themselves closely with the world of art. Whether it’s through collaborations with artists, sponsorship of cultural events, or the incorporation of artistic elements into their products, this alignment serves to elevate the brand’s status. It transforms the brand from a mere seller of goods to a curator of taste and culture, adding another layer of allure to its persona.

18. The Sanctity of Origin: The Geography of Luxury

The place of origin is often an integral part of a luxury brand’s narrative. Whether it’s Swiss watches, Italian sports cars, or French perfumes, the geographical origin adds a layer of authenticity and exclusivity to the brand. Outsourcing production can compromise this narrative and dilute the brand’s luxury status.

Engagement Models

Tailored Luxury Brand Strategies

Our Services for Clients

Crafting the Future of Luxury

We help timeless luxury brands innovate through its brand lifecycle stages – from infancy’s awareness to adolescence’s relevance, maturity’s relationship-building upto eventual reinvention. We deliver bespoke strategies targeted at the five affluent submarkets. Our meticulous process of brand evolution and luxury communication ensures our clients retain unique allure, become new dreams and create lasting relationships in a noisy, social world.

During the last 25-years we have redefined digital interactions for a future-looking clients. Our team designs digital interfaces that not only embody the essence of a luxury brand that offers a seamless functional experience. Our authentic art-heritage design philosophy sets the trend, transcending the tedium of technology.

Brand stories can integrate a brand’s message into an unforgettable narrative that crosses cultures and resonates with millions. We leverage the power of entertainment to create memorable luxury brand experiences. Collaborating with Grammy and Juno-awarded industry veterans in the music and film business, we have unsurpassed access to libraries spanning electronic to rock, pop to hip hop.

Our in-person and digital events offer access to world-class knowledge and the latest market insights, aiding you in forging crucial connections. Distinct from other events in arts, finance and entertainment, our summits curate delegates who represent the real movement of money in a specific market. For clients, we create immersive, memorable events that vivify luxury brands, fostering audience engagement, loyalty reinforcement and deepen their connection with partners or clients in the most enduring way.

Businesses who turn talk into action earn trust. That’s why our strategic communication campaigns catalyse growth. Our communications are not transactional and one-way, but rather a conversation with specific audiences. They become the thread for equity building with influential groups that advertising alone cannot buy. Meaningful, measurable and influential.

Our team expertly guides companies in attracting equity partners and securing private debt. Leveraging our extensive network of accredited investors and financial institutions, we provide our capital partners exclusive access to off-market investments, tailored to their asset class preference, values, timing and risk profile. We empower innovators to scale purposefully, furnishing them with essential resources, introductions and structure for sustained venture growth.

The Characteristics of Luxury

The Characteristics of Luxury

In the realm of luxury, exclusivity isn’t just a marketing gimmick; it’s a necessity. The luxury sector thrives on the creation of a private club atmosphere, where access is not just about financial capability but also about social standing. Brands like Lexus and American Express have mastered the art of creating exclusive experiences for their clientele, from priority access to cultural events to highly personalized services. The essence of luxury lies in its ability to differentiate and elevate its patrons, making them feel a part of an elite circle that is not easily accessible to the masses.


Exclusivity is not just a feature; it’s a requirement. Take the Hermès Birkin bag, for instance. This iconic accessory isn’t just expensive; it’s notoriously difficult to acquire. Hermès has mastered the art of scarcity, making the Birkin a symbol of ultimate exclusivity. The bag is never advertised and cannot be bought off a store shelf. Clients are often put on a waiting list for years, and the scarcity elevates the bag from a mere accessory to a status symbol. This level of exclusivity creates a halo effect that extends to all Hermès products, reinforcing the brand’s luxury status.


While it’s easy to equate luxury with high price tags, the relationship between the two is far more intricate. Luxury is not just about spending money; it’s about understanding the value that comes with it. Brands that fail to grasp this nuanced relationship often find themselves struggling in the luxury market. Money in the luxury sector is not just a medium of exchange but a symbol of the brand’s inherent value and the customer’s social standing.

While the luxury sector is often associated with high prices, the relationship between luxury and money is far more nuanced. Take LVMH’s Wine & Spirits division, which includes brands like Dom Pérignon and Hennessy. These brands don’t just sell alcoholic beverages; they sell heritage, craftsmanship, and a unique tasting experience. The high price point is justified by the value these brands offer, making the cost almost secondary to the experience.


Luxury is not just about material possessions; it’s a cultural phenomenon. Brands that understand this create a narrative that goes beyond their products, resonating with the cultural, professional, and social identities of their customers. The brand becomes a part of the customer’s self-expression, a way to communicate their status, taste, and values to the world.

Chanel’s Little Black Dress is more than just a piece of clothing; it’s a cultural icon. Introduced by Coco Chanel in the 1920s, the Little Black Dress broke away from the norms of its time, offering women a garment that was both stylish and functional. Today, it symbolizes timeless elegance and has a cultural significance that transcends its material value.


In luxury, there is no room for mediocrity. Every product, every experience must strive for perfection. This relentless pursuit sets luxury brands apart from their competitors and creates a unique value proposition for their customers. Whether it’s the meticulous craftsmanship of a Swiss watch or the unparalleled performance of a German sports car, luxury brands set their own standards, often exceeding the industry norms.

Rolls-Royce doesn’t just manufacture cars; it crafts masterpieces. Every Rolls-Royce vehicle is a testament to the brand’s relentless pursuit of perfection, from the iconic Spirit of Ecstasy hood ornament to the hand-stitched leather interiors. The brand’s commitment to excellence sets it apart from other luxury car manufacturers and defines its unique value proposition.


Time plays a crucial role in the luxury experience. From the years spent perfecting a craft to the time devoted to customer service, luxury brands understand that time is a form of investment that pays off in customer loyalty and brand value. The concept of ‘limited editions’ and ‘custom-made’ are not just marketing strategies but a celebration of the time and effort invested in creating something truly exceptional.

Patek Philippe stands out for its emphasis on craftsmanship and heritage. Each watch takes several months to craft and is meant to be a lifelong possession. The brand’s famous tagline, “You never actually own a Patek Philippe. You merely look after it for the next generation,” encapsulates the importance of time in defining luxury.


Philanthropy is becoming increasingly important in the world of luxury. Brands are now actively involved in charitable activities, not just as a form of corporate social responsibility but as a way to enhance their brand image. Whether it’s financing global charities or hosting exclusive charity events, luxury brands understand that giving back is not just good for society but also good for business.

Gucci’s Chime for Change campaign is an excellent example of how luxury brands are embracing philanthropy. Launched in 2013, the campaign aims to empower women and girls worldwide. It’s not just about corporate social responsibility; it’s a brand-building exercise that aligns Gucci with a set of values that resonate with its customer base.


The relationship between luxury and art is symbiotic. Luxury brands often collaborate with artists or sponsor cultural events to elevate their brand status. This not only enhances the brand’s image but also enriches the customer’s experience, making them feel a part of something larger than themselves.

Louis Vuitton has a long history of collaborating with contemporary artists like Takashi Murakami and Jeff Koons. These collaborations serve a dual purpose: they elevate the brand’s status while enriching the customer’s experience, making them feel part of a larger cultural conversation.


Luxury brands often have a rich history and a strong sense of tradition. This heritage is not just a marketing tool but a testament to the brand’s commitment to quality and excellence. Customers are not just buying a product; they are buying a piece of history, a slice of a legacy that has been built over years, if not decades.

Cartier, often referred to as the “jeweller of kings,” has a rich heritage that dates to 1847. The brand has served royalty and celebrities, and each piece of jewellery is crafted with a level of expertise that has been honed over decades. This strong sense of heritage and tradition is a key part of Cartier’s brand identity, making it a true luxury brand.

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