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Montblanc’s Brand Extension Dilemma: How to preserve heritage in a high-tech world?

Albertini, Lea Sophie Maleen LU ; Daas, Lena LU and Duvaud, Elodie Celine LU (2025) In LBMG Corporate Brand Management and Reputation - Masters Case Series BUSN35 20251
Department of Business Administration
Please use this url to cite or link to this publication:
author
Albertini, Lea Sophie Maleen LU ; Daas, Lena LU and Duvaud, Elodie Celine LU
supervisor
organization
course
BUSN35 20251
year
type
H1 - Master's Degree (One Year)
subject
keywords
Montblanc, Brand Management, Brand Heritage, Luxury Brand, Brand Extension, Corporate Brand Identity, Brand Stewardship
publication/series
LBMG Corporate Brand Management and Reputation - Masters Case Series
language
English
id
9186830
date added to LUP
2025-03-27 13:20:20
date last changed
2025-03-27 13:20:20
@misc{9186830,
  author       = {{Albertini, Lea Sophie Maleen and Daas, Lena and Duvaud, Elodie Celine}},
  language     = {{eng}},
  note         = {{Student Paper}},
  series       = {{LBMG Corporate Brand Management and Reputation - Masters Case Series}},
  title        = {{Montblanc’s Brand Extension Dilemma: How to preserve heritage in a high-tech world?}},
  year         = {{2025}},
}