Safeguarding Luxury: Managing Exclusivity and Brand Image During Downward Line Extensions
(2024) In LBMG Strategic Brand Management - Masters Paper Series BUSN21 20242Department of Business Administration
- Abstract
- Purpose: To examine how different branding strategies (direct branding, sub-branding, and independent branding) in luxury downward line extensions affect the exclusivity and brand im- age of the parent luxury brand.
Design/methodology/approach: This study follows a qualitative approach by conducting semi-structured interviews with 15 respondents. The interviews were based on three luxury brand cases and its downward line extensions, each of them pursuing one of the three branding strategies. For each of the three cases 5 people were interviewed about the exclusivity and brand image of these cases.
Findings: The results show that the direct branding strategy in downward line extensions had the highest potential to dilute the brand image... (More) - Purpose: To examine how different branding strategies (direct branding, sub-branding, and independent branding) in luxury downward line extensions affect the exclusivity and brand im- age of the parent luxury brand.
Design/methodology/approach: This study follows a qualitative approach by conducting semi-structured interviews with 15 respondents. The interviews were based on three luxury brand cases and its downward line extensions, each of them pursuing one of the three branding strategies. For each of the three cases 5 people were interviewed about the exclusivity and brand image of these cases.
Findings: The results show that the direct branding strategy in downward line extensions had the highest potential to dilute the brand image of the luxury parent brand. The sub-branding strategy was more effective in terms of preserving the luxury brand image, though some risk of dilution remained due to the connection with the parent brand. Lastly, the independent branding strategy represented the most successful strategy as it fully protected the parent brand’s image through clear separation from the new line.
Research limitations/implications: The study might lack reliability as only 5 interviews were conducted for each branding strategy. Hence, future research might focus on methods that cap- ture the perception of a broader audience.
Practical implications: This study offers valuable information for Brand Managers of luxury brands in terms of which branding strategies to choose for their downward line extensions in order to protect the exclusivity and luxury brand image.
Originality/value: This research contributes to the literature by focusing on how various brand- ing strategies in downward line extensions influence the parent luxury brand’s exclusivity and image. Unlike existing studies, which primarily emphasize purchase intentions of the extension itself, this study offers a relatively-little-studied perspective on the impact of downward exten- sions on brand exclusivity and luxury brand image of the parent brand. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9177610
- author
- Lürkens, Anna LU ; Rahikka, Milla Maria LU and Li, Jiayuan LU
- supervisor
-
- Frans Melin LU
- organization
- course
- BUSN21 20242
- year
- 2024
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- luxury brands, brand exclusivity, downward line extensions, brand image, parent brand, luxury market, exclusivity management, branding strategy
- publication/series
- LBMG Strategic Brand Management - Masters Paper Series
- language
- English
- id
- 9177610
- date added to LUP
- 2024-11-08 10:28:13
- date last changed
- 2024-11-08 10:28:13
@misc{9177610,
abstract = {{Purpose: To examine how different branding strategies (direct branding, sub-branding, and independent branding) in luxury downward line extensions affect the exclusivity and brand im- age of the parent luxury brand.
Design/methodology/approach: This study follows a qualitative approach by conducting semi-structured interviews with 15 respondents. The interviews were based on three luxury brand cases and its downward line extensions, each of them pursuing one of the three branding strategies. For each of the three cases 5 people were interviewed about the exclusivity and brand image of these cases.
Findings: The results show that the direct branding strategy in downward line extensions had the highest potential to dilute the brand image of the luxury parent brand. The sub-branding strategy was more effective in terms of preserving the luxury brand image, though some risk of dilution remained due to the connection with the parent brand. Lastly, the independent branding strategy represented the most successful strategy as it fully protected the parent brand’s image through clear separation from the new line.
Research limitations/implications: The study might lack reliability as only 5 interviews were conducted for each branding strategy. Hence, future research might focus on methods that cap- ture the perception of a broader audience.
Practical implications: This study offers valuable information for Brand Managers of luxury brands in terms of which branding strategies to choose for their downward line extensions in order to protect the exclusivity and luxury brand image.
Originality/value: This research contributes to the literature by focusing on how various brand- ing strategies in downward line extensions influence the parent luxury brand’s exclusivity and image. Unlike existing studies, which primarily emphasize purchase intentions of the extension itself, this study offers a relatively-little-studied perspective on the impact of downward exten- sions on brand exclusivity and luxury brand image of the parent brand.}},
author = {{Lürkens, Anna and Rahikka, Milla Maria and Li, Jiayuan}},
language = {{eng}},
note = {{Student Paper}},
series = {{LBMG Strategic Brand Management - Masters Paper Series}},
title = {{Safeguarding Luxury: Managing Exclusivity and Brand Image During Downward Line Extensions}},
year = {{2024}},
}