Increasing competitive intensity, rising interchangeability of products, and sensory overload also affect the luxury brand segment. Against this backdrop, it is crucial to create a brand profile that stands out amidst the flood of information while preserving the desirability and allure of luxury goods. The integration of brand origin into identity-oriented brand management represents a potential approach. The work illustrates the role that brand origin plays in the product evaluation and purchasing decision process and how brand origin can be strategically used to build a positive image. The author discusses the current state of country-of-origin research and addresses country images, developments in the global luxury goods market, and the specific challenges in managing luxury brands.