Icons of Change: Exploring the Evolution of Iconic Assets in the Luxury Sector
(2024) BUSN39 20241Department of Business Administration
- Abstract
- Abstract
Title Icons of Change: Exploring the Evolution of Iconic Assets in the
Luxury Sector
Date of Seminar 31-05-2024
Course BUSN39 Degree project in Global Marketing
Authors Rebecca Elizabeth Aharon & Dakota van der Horst
Supervisor Mats Urde
Keywords Iconic assets, brand identity, brand evolution, symbolism
Purpose The purpose of this thesis is to get a comprehensive understanding
of how luxury brands manage their iconic assets to maintain their
competitive advantage in a dynamic and rapidly changing
marketplace.
Methodology A qualitative study with a constructionist perspective and abductive
approach was used. Data was gathered through 12 semi-structured
interviews, with brand managers/strategists, architects, graphic
... (More) - Abstract
Title Icons of Change: Exploring the Evolution of Iconic Assets in the
Luxury Sector
Date of Seminar 31-05-2024
Course BUSN39 Degree project in Global Marketing
Authors Rebecca Elizabeth Aharon & Dakota van der Horst
Supervisor Mats Urde
Keywords Iconic assets, brand identity, brand evolution, symbolism
Purpose The purpose of this thesis is to get a comprehensive understanding
of how luxury brands manage their iconic assets to maintain their
competitive advantage in a dynamic and rapidly changing
marketplace.
Methodology A qualitative study with a constructionist perspective and abductive
approach was used. Data was gathered through 12 semi-structured
interviews, with brand managers/strategists, architects, graphic
designers, and lawyers, complemented by a (mini) case study of
four luxury brands: Hermès, Louis Vuitton, Burberry and Yves
Saint Laurent.
Theoretical Perspective The theoretical perspective focuses on the creation of the Iconic
Asset Matrix (IAM), how it can be coupled with the existing ERRC
framework for maximum brand results, as well as the Pericean
triangle in how symbols in branding and their assets are
interpreted.
Findings/Conclusions The Iconic Assets Matrix represents a way to approach
decision-making when iconic assets and brand concerns converge.
It incorporates both brand evolution and iconic asset evolution and
provides a holistic perspective on the management of iconic assets
and how they reflect on the brand. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9167568
- author
- Aharon, Rebecca LU and van der Horst, Fu Jill Dakota LU
- supervisor
-
- Mats Urde LU
- organization
- course
- BUSN39 20241
- year
- 2024
- type
- H1 - Master's Degree (One Year)
- subject
- language
- English
- id
- 9167568
- date added to LUP
- 2024-06-28 11:40:37
- date last changed
- 2024-06-28 11:40:37
@misc{9167568, abstract = {{Abstract Title Icons of Change: Exploring the Evolution of Iconic Assets in the Luxury Sector Date of Seminar 31-05-2024 Course BUSN39 Degree project in Global Marketing Authors Rebecca Elizabeth Aharon & Dakota van der Horst Supervisor Mats Urde Keywords Iconic assets, brand identity, brand evolution, symbolism Purpose The purpose of this thesis is to get a comprehensive understanding of how luxury brands manage their iconic assets to maintain their competitive advantage in a dynamic and rapidly changing marketplace. Methodology A qualitative study with a constructionist perspective and abductive approach was used. Data was gathered through 12 semi-structured interviews, with brand managers/strategists, architects, graphic designers, and lawyers, complemented by a (mini) case study of four luxury brands: Hermès, Louis Vuitton, Burberry and Yves Saint Laurent. Theoretical Perspective The theoretical perspective focuses on the creation of the Iconic Asset Matrix (IAM), how it can be coupled with the existing ERRC framework for maximum brand results, as well as the Pericean triangle in how symbols in branding and their assets are interpreted. Findings/Conclusions The Iconic Assets Matrix represents a way to approach decision-making when iconic assets and brand concerns converge. It incorporates both brand evolution and iconic asset evolution and provides a holistic perspective on the management of iconic assets and how they reflect on the brand.}}, author = {{Aharon, Rebecca and van der Horst, Fu Jill Dakota}}, language = {{eng}}, note = {{Student Paper}}, title = {{Icons of Change: Exploring the Evolution of Iconic Assets in the Luxury Sector}}, year = {{2024}}, }