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Increasing Brand Accessibility Without Compromising Brand Identity

Moorhouse, Darragh LU ; Wang, Hongning LU and Zhang, Haotian LU (2022) In Increasing Brand Accessibility Without Compromising Brand Identity BUSN21 20222
Department 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:
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
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}},
}