![]() In a market dominated by Russian brands and Sweden’s Absolut Vodka, its rise to prominence and a $2 billion sale to Bacardi in less than 10 years is a luxury branding masterclass. Created by the late drinks entrepreneur Sidney Frank in 1996, Grey Goose is now synonymous with luxury. In consumer goods, perhaps there’s no better example than Grey Goose vodka. ![]() Nobody laughs when you pull up to the traffic lights in a Lexus. ![]() Just 20 years before, Toyota cars had been the but of jokes for their perceived poor quality. For example, Toyota created the Lexus brand to compete with Mercedes and BMW and in the early 1990s. However, despite the challenges, there are plenty of examples to show that a luxury brand can be made from the ground up. Coco Chanel, on the other hand, can produce any number of pictures with Hepburn wearing their clothing. No matter how much a company invests in the branding of their luxury clothing line, Audrey Hepburn isn’t going to wear it. It’s often a challenge because provenance-the story, or the heritage, behind luxury brands-can’t be made overnight.
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