Managing the growth tradeoff: Challenges and opportunities in luxury branding

After outlining 10 characteristics that help to define luxury branding, we identify and discuss some of the challenges and opportunities in managing their growth trade-offs. Particular emphasis is placed on understanding brand equity measurement and brand architecture as they relate to growth strate...

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Bibliographic Details
Published in:The journal of brand management 2009-03, Vol.16 (5-6), p.290-301
Main Author: Keller, Kevin Lane
Format: Article
Language:English
Subjects:
Affluence
Brand equity
Brand names
Business and Management
Consumption
Customers
Logos
Luxuries
Management
Market strategy
Marketing
Original Article
Statistical analysis
Studies
Success
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Description
Summary:After outlining 10 characteristics that help to define luxury branding, we identify and discuss some of the challenges and opportunities in managing their growth trade-offs. Particular emphasis is placed on understanding brand equity measurement and brand architecture as they relate to growth strategies for luxury brands.
ISSN:1350-231X
1479-1803
DOI:10.1057/bm.2008.47