Although there are a plethora of brands that sell similar product categories, Luxury brands have always managed to stand out amongst all for several reasons. People who have a penchant for luxury brands generally tend to prefer these brands because of a number of factors. These include, but are not limited to, cutting edge technology, user interface, ease to use, materials used, and in the current trend- environmentally friendly. However, the major reason that research has found as to why customers generally prefer Luxury brands when money is not a dominating factor is the brand factor, recognizability and visibility. People tend to choose luxury brands over generic common ones every time when given the option. What makes a luxury brand have such strong foundational standards that override any other factor?