Increasing Brand Accessibility Without Compromising Brand Identity
(2022) In Increasing Brand Accessibility Without Compromising Brand Identity BUSN21 20222Department of Business Administration
- Abstract
- This paper aims to investigate methods deployed by brands to increase accessibility while maintaining brand identity, particularly in premium and luxury brands. A literature review will provide a basis for a deeper understanding of brand identity, accessibility, and rejuvenation. Within this paper case studies of collaborations and alternative product offerings by premium brands will be analysed. There is a research gap surrounding the enhanced accessibility of premium brands and what it has to offer firms. Existing research is centered around brand accessibility through brand extensions as opposed to brand accessibility through collaboration and product offerings.
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9102130
- author
- Moorhouse, Darragh LU ; Wang, Hongning LU and Zhang, Haotian LU
- supervisor
- organization
- alternative title
- A case study on enhancing brand accessibility while maintaining brand identity
- course
- BUSN21 20222
- year
- 2022
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Brand Accessibility, Brand Identity, Brand Alliance, Brand Extent, Premium and Luxury.
- publication/series
- Increasing Brand Accessibility Without Compromising Brand Identity
- language
- English
- id
- 9102130
- date added to LUP
- 2022-11-08 11:20:59
- date last changed
- 2022-11-08 11:20:59
@misc{9102130, abstract = {{This paper aims to investigate methods deployed by brands to increase accessibility while maintaining brand identity, particularly in premium and luxury brands. A literature review will provide a basis for a deeper understanding of brand identity, accessibility, and rejuvenation. Within this paper case studies of collaborations and alternative product offerings by premium brands will be analysed. There is a research gap surrounding the enhanced accessibility of premium brands and what it has to offer firms. Existing research is centered around brand accessibility through brand extensions as opposed to brand accessibility through collaboration and product offerings.}}, author = {{Moorhouse, Darragh and Wang, Hongning and Zhang, Haotian}}, language = {{eng}}, note = {{Student Paper}}, series = {{Increasing Brand Accessibility Without Compromising Brand Identity}}, title = {{Increasing Brand Accessibility Without Compromising Brand Identity}}, year = {{2022}}, }