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Icons of Change: Exploring the Evolution of Iconic Assets in the Luxury Sector

Aharon, Rebecca LU and van der Horst, Fu Jill Dakota LU (2024) BUSN39 20241
Department 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:
author
Aharon, Rebecca LU and van der Horst, Fu Jill Dakota LU
supervisor
organization
course
BUSN39 20241
year
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}},
}