Industry Expert

Identity, symbolic value and price integrity

“Luxury brands build trust by emphasizing heritage, craftsmanship, exclusivity, and consistency. They create desire through scarcity and strong positioning that elevates status. In a digital-first world, they replicate white-glove service with polished online experiences and personalized client interactions. Ultimately, they sell identity and symbolic value while protecting price integrity to reinforce prestige.”

Anna Pietraszek, Ph.D.

Director of the Eugenio Pino and Family Global Entrepreneurship Center | Associate Teaching Professor, Department of Marketing & Logistics

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