A STUDY OF THE PERSONALITY OF LUXURY BRANDS THAT ALIGN WITH THE WESTERN ZODIAC CONCEPT

Abstract

This research aims to identify the personalities of luxury brands that fit the Western zodiac concept using qualitative research. The researcher studied relevant literature on the types and personalities of luxury brands and the personalities of each zodiac sign based on the Western zodiac concept to create analytical tools to find connections with experts in luxury brands, marketing, and Western astrology to consider and verify the accuracy. The Western zodiac concept, which emphasizes personal identity, has become increasingly

popular in everyday life and is now being applied to design practices that rely on beliefs to drive organizational success. This trend aligns with the growth of the luxury goods industry, where demand is high and there is a need for more diverse communication strategies to cater to a wider range of consumers and market competitors. As a result, corporate branding has emerged as a crucial factor in organizational success. From the results of data collection and discussion, it was found that each zodiac sign from the Western zodiac concept is consistent with the concept of luxury brand personalities with more than two or more personalities. There are zodiac signs with a luxury personality as their main personality, which matches the personality of luxury brands, and zodiac signs whose personalities correspond to the personalities of luxury brands. The personality of luxury brands that fit the Western zodiac concept can be studied to study the design of luxury brand identities to communicate a different image and create success in business competition in the future.