Brand Perception: The Case of Bottega Veneta in Taiwan

Brand perception is a fundamental driver of consumer behavior, especially in the luxury industry, where symbolic values of brands play a crucial role. This study explores the perception of Bottega Veneta in the Taiwanese luxury market, analyzing consumer motivations, purchasing behaviors, and strategic opportunities for the brand. Taiwan is a key market for luxury goods, characterized by high per capita spending and a strong demand for leather luxury products, and should not be overlooked by luxury brands. The research adopts a multi-method approach, combining firsthand industry experience, expert interviews, and a consumer survey. It is structured into three main sections: (1) the theoretical framework of brand perception, examining its psychological, emotional, and symbolic dimensions in the luxury sector; (2) the unique characteristics of the Taiwanese luxury market, including cultural factors such as social status, group conformity, and the hedonic value of luxury; (3) an assessment of Bottega Veneta’s positioning, marketing strategies, and consumer sentiment in Taiwan. Findings identify the brand attributes that resonate with Taiwanese consumers, as well as the areas where Bottega Veneta faces challenges in perceived positioning. The study provides strategic recommendations on how to strengthen the brand’s positioning and improve its perception. In particular, it highlights the importance of cultural adaptation for luxury brands in Taiwan and provides insights on the key elements that need to be taken into consideration by luxury brands operating in this market.