“The brand is It is its inspiring force, the basis of its consistency through time. In fact, the luxury brand is the boss, the real boss. A luxury brand is like a persona. It is real and living. It has ancestors, it has a history, it has cultural and geographical roots and this is essential. Some luxury brands are perceived as leading brands, they make the trend, they set the bar higher and higher, they drive today’s taste and class. They are the power brands. ” the soul of a Luxury Maison. J.N. Kapferer