Portfolio Strategy for Luxury Partner Brands: Strategic Guidelines

Uggla, Henrik; Lashgari, Maryam
June 2012
IUP Journal of Brand Management;Jun2012, Vol. 9 Issue 2, p18
Academic Journal
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.


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