Abstract
Given the growing interest in symbolic meaning among both consumers and academics, this chapter aims to capture the symbolic meaning and identity of luxury brands. It introduces the concept of brand identity and presents the Brand-Building Canvas, a framework that supports managers in launching, reinforcing, or repositioning a brand by defining what it should stand for. The model is used here to characterize the typical identity of luxury brands while also reviewing relevant literature on each of the model’s components. Key components include the product offering, desired prototypical user profile, brand culture, personality, brand touchpoints, brand relationships, and brand expression. The chapter concludes with a synthesized overview of the defining identity elements of luxury brands, providing both conceptual clarity and practical guidance for application.