How far can luxury brands travel? Avoiding the pitfalls of luxury brand extensionMergen Reddy, Nic Terblanche, Leyland Pitt and Michael Parent Business Horizons, 2009, vol. 52, issue 2, pages 187-197 Abstract: Brand extensions are always tempting to marketers, and in the case of luxury brands the allure is particularly strong. While the path to luxury brand success may be partly paved with extensions, there are even more examples of brand extension disasters that litter the way. Brand extensions continue to be among the most researched and studied phenomena in marketing. When it comes to luxury brands, however, the factors that lead to successful extension have received far less attention. In this article, we consider the notion of perceived premium degree of the brand as a function of its category, and what we term the degree of adjacency between its product categories. Building on our research, which found that a luxury brand's perceived premium degree has a different impact on profitability depending on whether or not the brand is spread across adjacent product categories, we demonstrate when luxury brand extensions work--and when they fail. Perhaps most importantly, we herein introduce the premium adjacency matrix as a tool for luxury brand managers to consider in formulating extension strategies. Keywords: Luxury; brands; Brand; extensions; Degree; of; adjacency; Premium; adjacency; matrix (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: http://EconPapers.repec.org/RePEc:eee:bushor:v:52:y:2009:i:2:p:187-197 Access Statistics for this article Business Horizons is edited by C. M. Dalton More articles in Business Horizons from Elsevier |
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