The concept of a “signature brand” is commonly associated with a renowned luxury or fashion brand. Its origins lie in the idea of ​​a distinctive signature affixed to a work of art. Initially used to designate brands or logos that truly evoked a signature, the term has expanded to encompass everything related to the high-end realm of fashion and luxury. Thus, the use of the word “signature brand” by marketing professionals or consumers becomes a way, whether intentional or not, to attribute luxury status to a brand. For communication and marketing experts, using the term “signature brand” is a clear or reinforced way to position their brand within the luxury segment.