Brand Building: Luxury Leather Goods Brands Anatomized
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Brand building is central to achieving differentiation in mosteconomic sectors. This is paramount for luxury goods wherecustomers buy a symbol as much as a product. The brand andits image are key factors for competitive advantage and brandbuilding is a central competence for luxury goods companies. This study aims to explore brand building of traditional luxuryleather goods brands. A multiple case study of Delvaux, BottegaVeneta, Hermès and Loewe allows us to replicate and extendFionda and Moore’s (2009) findings about luxury fashion brands. Results show that the nine dimensions identified by these authorsalso apply to these brands. Moreover, five additional sub-dimensionsare uncovered-website, e-shop, link with art, customizationand workshop-and these should be taken into account inthe brand building process. These exploratory results provide insightsto managers for their on-going efforts to keep their brandscompetitive.
Abstract
Brand building is central to achieving differentiation in mosteconomic sectors. This is paramount for luxury goods wherecustomers buy a symbol as much as a product. The brand andits image are key factors for competitive advantage and brandbuilding is a central competence for luxury goods companies. This study aims to explore brand building of traditional luxuryleather goods brands. A multiple case study of Delvaux, BottegaVeneta, Hermès and Loewe allows us to replicate and extendFionda and Moore’s (2009) findings about luxury fashion brands. Results show that the nine dimensions identified by these authorsalso apply to these brands. Moreover, five additional sub-dimensionsare uncovered-website, e-shop, link with art, customizationand workshop-and these should be taken into account inthe brand building process. These exploratory results provide insightsto managers for their on-going efforts to keep their brandscompetitive.
참고문헌 (26)
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