Brand portfolio strategy for luxury partner brands: Strategic guidelines
2012 (English)In: The IUP Journal of Brand Management, Vol. 9, no 2, 18-28 p.Article in journal (Other academic) Published
This paper initially defines and elaborates the conception of luxury partner brand from theoretical sources in luxury branding, conspicuous consumption, co-branding and semiotics. It is suggested that a luxury partner brand is a self-expressive brand with the highest perceived quality and a super premium price, positioned in brand alliance as a modifier (modified) brand. In addition, it is argued that the luxury partner brand is comparatively more elastic than the luxury master brand. Furthermore, strategic guidelines for management of luxury partner brands intended for management are presented.
Place, publisher, year, edition, pages
I C F A I University Press , 2012. Vol. 9, no 2, 18-28 p.
portfolio management (investments), marketing strategy, semiotics, co-branding, brand name products, premiums (retail trade), consumption (economics), product positioning
Economics and Business
IdentifiersURN: urn:nbn:se:kth:diva-122072OAI: oai:DiVA.org:kth-122072DiVA: diva2:620551
QC 201305132013-05-082013-05-082013-05-13Bibliographically approved