Mythic Value of Luxury-A Study Of Transformations

Why is it that certain brands are the epitome of luxury, while other similar or perhaps better ones are not? What is that secret ingredient? How do select branding experts know the nuances? An academician of the stature of Dr Mahul Brahma has analysed the myth and the vagaries of the human psyche. He has shared his insight in three books on the subject. We bring you Dr Brahma’s exclusive article for the readers of The Luxury Chronicle, on the mythic value of luxury.