Abstract
Globalization is one of the most important changes that the countries have suffered in the last years. As a consequence of this, enterprises have being looking for a way to expand their market as well as a way to make bigger their brand in order to have more consumers, more sales and for sure more profitability. The perception of a brand may differ from customer to customer depending on their country. This is a hypothesis that might be applied to the luxury brands and will be confirmed or denied through the development of this presentation. Which are the main factors contributing to a change in the perception of the luxury brands? And which are the luxury leading brands in some countries?
