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Managing the growth tradeoff: Challenges and opportunities in luxury branding

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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 trade-offs. Particular emphasis is placed on understanding brand equity measurement and brand architecture as they relate to growth strategies for luxury brands.

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References

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Authors and Affiliations

  1. Tuck School of Business, Dartmouth College, 100 Tuck Hall, Hanover, New Hampshire, 03755-9011, USA

    Kevin Lane Keller

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  1. Kevin Lane Keller
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Correspondence to Kevin Lane Keller.

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Keller, K. Managing the growth tradeoff: Challenges and opportunities in luxury branding. J Brand Manag 16, 290–301 (2009). https://doi.org/10.1057/bm.2008.47

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  • DOI: https://doi.org/10.1057/bm.2008.47

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