Masstige
’Masstige’—a portmanteau of the words ‘mass’ and ‘prestige’—refers to a brand extension strategy where luxury brands offer more affordable products in categories that aren’t traditionally their core market, while still retaining a sense of exclusivity. This strategy enables luxury brands—like Prada with its sunglasses—to tap into a larger consumer base and expand beyond traditional segments, such as clothing, without diluting their brand image or risking brand erosion.
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Motiva is an independent branding agency specialising in hospitality, tourism, and upmarket brands, operating in Vienna, Belgrade, and Porto Heli. Using insights from behavioural economics, we tap into core human motives to spark connection and influence choice—creating distinctive hotel brands, destination strategies, and luxury brand experiences that drive sustainable growth. Our work has been recognised internationally with multiple iF Design Awards, the Good Design Award from the Chicago Athenaeum, and the Tourist Austria & International Advertising Grand Prix.
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