How do you build a brand that whispers and still commands attention?

In this case study, I explore how Aman Resorts, a global luxury hospitality brand, has cultivated desire, loyalty, and pricing power without mass advertising or trend-chasing. As part of my Master’s in International Marketing & Finance, I used Aman as a lens to examine the intersection of brand architecture, psychographic segmentation, and consumer behavior.

From emotional resonance to brand-driven ROI, this project unpacks how Aman turns scarcity into strategy, tranquility into transformation, and experience into enduring brand equity.

This case reflects my passion for building culturally fluent, emotionally intelligent brands that perform at both the creative and commercial level.