In this modern world caracterized by rapid change, the role of marketing is increasingly important. The definition of marketing says that it is a discipline that deals with customers and their wants and needs, so today's organizations need to be well informed and follow the trends to stand up to the market. Devoloping a brand is one way in which competitive advantage can be achieved, and the goal of branding is in dynamic environment, full of competition, where it is needed to fight for every product or service, to create a strong and emotional long relationship between the brand and the consumer. In the market, the luxury sector is particulary interesting and it will be analyzed in this paper. It will analyze the specific marketing specificity of luxury brands. Luxury brands are brands that offer more value to the consumers and that is the difference from ordinary brands. The goals of this paper are to define what is luxury today, why it is important to build a brand, to show specificity of marketing in the luxury products market and to show the key factors that influence the demand for luxury products. The final results show that the key to success is to effectively create a market strategy that will satisfy even the most demanding consumers.