=+8. Some brands achieve customer loyalty by retaining an air of exclusivity and privilege, even though that often comes with high price tags. Louis Vuitton, the maker of luxury leather goods, is one such firm. “You buy into the dream of Louis Vuitton,” says one loyal customer. “We’re part of a sect, and the more they put their prices up, the more we come back.

They pull the wool over our eyes, but we love it.” What kind of brand loyalty is this, and how does Vuitton achieve it?