Brand portfolio strategy for luxury partner brands : Strategic guidelines

• 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.

Ämnesord

SAMHÄLLSVETENSKAP  -- Ekonomi och näringsliv (hsv//swe)

SOCIAL SCIENCES  -- Economics and Business (hsv//eng)

Nyckelord

portfolio management (investments)

marketing strategy

semiotics

co-branding

brand name products

premiums (retail trade)

consumption (economics)

product positioning

Publikations- och innehållstyp

vet (ämneskategori)

art (ämneskategori)