According to Kapferer, luxury brands are characterized by their ability to sell which of the following?

The correct answer focuses on the significance of identity and culture in luxury branding, as articulated by Jean-Noël Kapferer. Luxury brands transcend mere product offerings; they embody a lifestyle and a status that resonates deeply with consumers. These brands often cultivate a strong identity, which is reflected in their heritage, craftsmanship, and exclusivity. This identity forms a narrative that connects with consumers on an emotional level, allowing them to feel a part of a select group.

Moreover, luxury brands often promote a culture that aligns with aspirational values—things like sophistication, elegance, and uniqueness. By embedding their products within a cultural framework, they foster a sense of belonging and distinction for their clients. This approach is fundamental in luxury marketing, as it differentiates luxury brands from mass-market products, which typically emphasize functionality and accessibility rather than the deeper cultural significance tied to identity.

The other options, while relevant in varying contexts, conflict with the core principles that define luxury marketing. For instance, products and discounts imply a transactional approach that luxury brands intentionally avoid to maintain their prestige. Similarly, affordability and accessibility distort the concept of luxury, which is inherently about exclusivity, not widespread availability. Mass appeal and functionality prioritize broad market relevance over the intimate, exclusive experience that luxury