According to the "Dream Equation", what is tied to the desirability of a luxury brand?

The "Dream Equation" highlights how desirability for a luxury brand is closely linked to the gap between awareness and ownership. This concept suggests that luxury brands create an aura of exclusivity and aspiration. When consumers are aware of a brand but do not own it, this creates a sense of longing and desire that enhances the brand's desirability.

Awareness can be built through marketing, brand storytelling, and celebrity endorsements, while ownership is often limited by factors such as high prices or exclusivity. This gap signifies that even though a brand is well-known, its luxury status is maintained by the fact that not everyone can access or afford the product, thus amplifying its desirability and prestige.

Regarding the other options, while elements like price and demand or quality and production might play roles in overall brand success, they do not specifically address the core aspect of desirability in the context of the "Dream Equation." Rarity and availability, meanwhile, do contribute to a brand's luxury appeal but are not as directly tied to the emotional resonance created by the awareness-to-ownership gap, which is crucial for luxury desirability.