Abstract
After outlining 10 characteristics that help to define luxury branding, we identify and discuss some of the challenges and opportunities in managing their growth tradeoffs. Particular emphasis is placed on understanding brand equity measurement and brand architecture as they relate to growth strategies for luxury brands.
This chapter was Reprinted from Keller, K. (2009) ‘Managing the Growth Trade-off: Challenges and Opportunities in Luxury Branding’, Journal of Brand Management, 16, pp. 290–301. With kind permission from the Journal of Brand Management. All rights reserved.
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Notes
- 1.
For a number of practical perspectives, see the September 17, 2007 special issue of Fortune on luxury branding.
- 2.
For an excellent prescriptive review of luxury branding in the fashion sector, see Okonkwo, U. (2007). Luxury fashion branding: Trends, tactics, and techniques. New York, NY: Palgrave Macmillan.
- 3.
For a review of brand equity measurement issues, see Keller, K. L. (2006). Measuring Brand Equity. In R. Grover and M. Vriens (Eds.), Handbook of Marketing Research – Do’s and Don’ts (pp. 546–568). Thousand Oaks, London and New Delhi: Sage Publications.
- 4.
For more information on BAV, see Gerzema, J. and Lebar, E. The Brand Bubble, forthcoming.
- 5.
See Aaker, J. (1997). Dimensions of brand personality. Journal of Marketing Research, 34 (August), 347–357.
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Keller, K.L. (2017). Managing the Growth Tradeoff: Challenges and Opportunities in Luxury Branding. In: Kapferer, JN., Kernstock, J., Brexendorf, T., Powell, S. (eds) Advances in Luxury Brand Management. Journal of Brand Management: Advanced Collections. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-51127-6_9
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DOI: https://doi.org/10.1007/978-3-319-51127-6_9
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