As luxury brands navigate an increasingly accessible market, maintaining exclusivity and desirability has become a critical challenge. This paper examines the role of rarity in shaping consumer perceptions of luxury, focusing on suggestive brand names. We investigate the potential for brand names to convey luxuriousness in product categories lacking inherent natural rarity. Findings suggest that the rarity of a suggestive brand name can increase luxuriousness perceptions of a product or service brand when the brand name also carries a high symbolic value. This study contributes to the field of luxury marketing by offering insights into the strategic applications of rarity, emphasizing brand naming as a viable method for cultivating perceptions of luxury in increasingly democratized markets.
