Which method is NOT included in the 'artification' approach to luxury branding?

The 'artification' approach to luxury branding emphasizes the integration of art and culture into the luxury brand experience, enhancing its prestige and value. This method typically involves strategies that elevate the brand through creative expression, cultural relevance, and artistic partnerships.

Art collaborations and cultural exhibitions are fundamental elements of this approach, as they directly involve art and culture in the brand narrative, allowing luxury brands to engage consumers on a deeper, more emotional level. These strategies focus on creating a rich context around the brand that resonates with consumers who appreciate artistry and cultural significance. Similarly, the myth-making around founders, which often involves storytelling and creating a legendary status for the brand's origins, aligns with the artistic narrative that artification seeks to cultivate.

In contrast, celebrity endorsements function differently and do not inherently involve the artistic or cultural dimensions central to the artification approach. While celebrity endorsements can certainly elevate a brand and attract attention, they typically rely more on the star power and marketability of the individual rather than a connection to the artistic community or cultural heritage. Therefore, this method falls outside the core practices associated with artification, which aims to weave art and culture into the fabric of the luxury brand itself.