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  The IUP Journal of   Brand Management :
Luxury Brand Architecture Challenges
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Luxury brand architecture is a structure for organizing the luxury brand portfolio either as a branded house, a house of brands or intermediate brand leverage positions such as sub-brands and endorsed brands. This paper identifies the problem areas and research gaps in the complex luxury brand architecture settings like vertical luxury brands such as Marc by Marc Jacobs vs Marc Jacobs, luxury brand endorsement, luxury brand extensions and luxury co-branding strategies.

 
 
 

Today, luxury brand architecture is one of the fastest growing fields within strategic brand management (Kapferer and Bastien, 2009). The field has a diverse set of brand structures, ranging from individual brands (Ferrari) to endorsement (Marc by Marc Jacobs) to concrete master brands Tiffany or Channel (Aaker, 2004). This field also involves co-branding structures and strategies for moving the brand upwards to a higher market segment, such as luxury co-branding with H&M and Karl Lagerfeldt (Uggla, 2004) or between pre-cooked meal providers and famous chefs such as Ducasse, Troisgros and Robuchoun (Kapferer, 2007). This paper initiates a discussion of luxury brand architecture that has been absent from the field of strategic brand management (Kapferer, 2007). It develops several important luxury brand architecture challenges for the future. It considers four perspectives: luxury co-branding architecture, luxury ingredient branding architecture, endorsement perspective and vertical branding perspective.

 
 
 

Brand Management Journal, Luxury Brand, Architecture Challenges