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Brand portfolio strategy for luxury partner brands: Strategic guidelines
KTH, School of Industrial Engineering and Management (ITM), Industrial Economics and Management (Dept.), Industrial marketing.
KTH, School of Industrial Engineering and Management (ITM), Industrial Economics and Management (Dept.), Industrial marketing.ORCID iD: 0000-0002-8528-4828
2012 (English)In: The IUP Journal of Brand Management, ISSN 0972-9097, Vol. 9, no 2, 18-28 p.Article in journal (Other academic) Published
Abstract [en]

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.
Keyword [en]
portfolio management (investments), marketing strategy, semiotics, co-branding, brand name products, premiums (retail trade), consumption (economics), product positioning
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:kth:diva-122072OAI: oai:DiVA.org:kth-122072DiVA: diva2:620551
Note

QC 20130513

Available from: 2013-05-08 Created: 2013-05-08 Last updated: 2017-04-18Bibliographically approved

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Lashgari, Maryam

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