Consistent and constant monitoring of luxury brand equity is a salient priority for marketers. Marketing Science Institute defines brand equity as "the set of associations and behaviors on the part of the brand's customers, channel members, and Parent Corporation that permits the brand to earn greater volume or more significant margins than it could without the brand name...

“Human needs or, in this case, consumer needs are the basis of all modern marketing. Needs are the essence of the marketing concept” (Schiffman, 2008). Maslow’s hierarchy of needs is a well-known theory in psychology that can help marketers better understand consumer needs. So, what is Maslow’s hierarchy of needs?

What is luxury? Can a fashion luxury brand influence consumer decision-making when choosing a brand? Why is brand image congruency vital for a brand's successful longevity in a luxury fashion market? I will attempt to research these questions in this article or at least try to evoke some rational assumptions on these salient questions for marketers in the fashion brand management field.

Numerous companies have not applied or simply ignored the proper implementation of global marketing research and, as a result, failed to launch a product or service into the international market. Before introducing a new product onto a global market, customer market satisfaction research must differentiate itself from existing competitors and offer customers what has not been provided yet (Tinsley & Ormsby, 2010).