The object of this paper is to demonstrate how luxury brands build up their brand image in a competitive market such as Japan. We interviewed six brand managers of Bally and Tod's Japan and then dispatched questionnaires to 73 consumers. Exploratory factor analysis and multiple regression analysis were utilised to analyse the data obtained from the questionnaires in order to test the hypotheses. The location and store atmosphere of luxury stores, E-commerce, online Ads and newsletters, origin, iconic products, symbols and PR events have positive effects on consumers' impression of luxury brands.