TITLE

Portfolio Strategy for Luxury Partner Brands: Strategic Guidelines

AUTHOR(S)
Uggla, Henrik; Lashgari, Maryam
PUB. DATE
June 2012
SOURCE
IUP Journal of Brand Management;Jun2012, Vol. 9 Issue 2, p18
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
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.
ACCESSION #
78120141

 

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