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Surname as a Luxury Brand: Brand Value Perspective

Barbara Mroz-Gorgon
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Barbara Mroz-Gorgon: Wroclaw University of Economics, Poland

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Abstract: Purpose - This article deals with a type of luxury fashion brand whose name is at the same time the famous surname. The author’s views are based on the analysis of the examples excerpted from fashion market. Apart from the benefits in the form of a known brand “name” and no necessity to involve great expenditure on promoting the name, the use of a form of a famous artists’ surname as a brand can bring the brand managing companies some problems. In case of luxury brands, managers have to face up for instance, to the problem of market segmentation and target group selection. In case of using a famous surname, strictly connected with the world of fashion, determining the target group of consumers to which the market offer will be addressed is a task requiring more subtlety than in the case of other brands. The purpose of this article is to show the possibilities of making use of famous surnames as luxury fashion brands of products as well as to attempt to verify the thesis put forward by the author that the use of this type of branding and an appropriate marketing strategy can be an excellent form of promoting a given country and culture. Design/methodology/approach - The conclusions presented in the paper are based on the literature review, a case study and the results of the author’s own research of primary character (sample of 80 respondents ) whose aims was to attempt to identify the recognisability of the brands under analysis and to connect their images with the country of origin of a given artist in consumers’ consciousness. Findings - The thesis presented in the beginning of the article was confirmed, that the use of this type of branding and an appropriate marketing strategy can be an excellent form of promoting a given country and culture. Both brands (however Kenzo in lesser degree, what results from lower recognition of the brand itself) are respectively associated with culture and Italian and Japanese motives, whereas Versace brand was defined as the one reflecting the Italian climate. Originality/value - Most of researches focus on one instrument of the marketing-mix in that area , that is the promotion of the luxury, fashion brands, their advertising campaign, value of the brand and only few researchers deals with the issue of their business activity. In the literature, one can hardly find the research focusing on the creation of fashion brand identity, by using surname as a brand, which is a very often concept in the fashion and design world, and other elements, such as characteristic national motifs. Most of the authors describe the origin of the brand and its evolution. The study shows , on the examples of Kenzo and Versace, that there is a possibility of creating the fashion brand and its identity through the consequent marketing strategy, by using the surname of the designers and traditional, for the specific culture, values and elements.

Keywords: brand; strategy; brand image; brand identity; promotion; design (search for similar items in EconPapers)
Date: 2013
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