Marketing product lever in the luxury goods sector

In the article we analyze marketing product lever in the luxury goods sector; vital element in the choice of a non-sectorial and specialist development outlook wich compare vaviables such as quality, price and customer approach. In such a period where excessive specialization tends to prevail in many fields, the key to success lies in reasoning in counter-trend. Hence , after enunciating the so-called “anti-laws” in the marketing of luxury goods an identifying the proper and direct features of a luxury goods, we examine the “brand” feature by referring to brand extension an co-branding phenomena and broaden this analysis to other proper and direct features of a luxury good. The aspect that most differentiates the luxury product from all others is its strong relationship with the "dream". The luxury product, did not respond to a need or a want but at a "dream".