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Dissertations / Theses on the topic 'Strategy of a luxury brand'

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Published: 4 June 2021
Last updated: 2 February 2022

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1

Rysová, Aneta. "Specifika marketingu luxusních značek." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-81643.

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The primary goal of this diploma thesis is to specify the term "luxury" and "luxury brand", define the difference between marketing in FMCG and luxury goods segment and predict its future development not only theoretically, but also by using real-life examples of luxury brands. Such examples particularly focus on brands Louis Vuitton, Rolex and Porsche and analyse their marketing strategies, including the current status on global market, based on current market data. The secondary goal of this diploma thesis is to analyse how are luxury brands perceived by young generation, particularly by uni
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2

Hartová, Dominika. "Market launch strategy of the brand Kiehl´s." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-194124.

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The main aim of this diploma thesis is to suggest improvements of the marketing and business strategy of Kiehl's, a luxury skincare brand within the L'Oréal portfolio, in order to strengthen the brand's position on the Czech market. The theoretical part defines what luxury is and what the specific features of luxury brands are. Following is the overview of the luxury and cosmetics markets, describing the current situation and the trends. The next part depicts the business model of Kiehl's, the marketing strategy and the marketing tools that were used for the launch of the brand. Based on the f
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3

Zhang, Erik, and Filip Andersson. "Is the financial crisis a threat for the luxury business?" Thesis, Kristianstad University College, School of Health and Society, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-5275.

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<p>Background/problem: Many business and industries have been hardly influenced of the occurrence of this financial crisis which is expected to be the worst financial crisis since 1929. Historically the luxury business has always been immune to uncertainties and crisis. It is of great interest to see how the luxury business reacts in the financial crisis from a marketing strategy perspective.</p><p>Purpose: To explain the impact of the financial crisis on the luxury business by using and identifying the nature of luxury and the suitable marketing strategies.</p><p>Methodology: A deductive phil
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Dušková, Lenka. "Strategie značky Helena Rubinstein na českém trhu." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-76997.

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The topic of the thesis is devided into three parts. In the first part I am describing marketing and brand theoretically and cosmetics market in general. In the second part I am analyzing the strategy of the Helena Rubinstein brand worldwide. Third part concentrates on Helena Rubinstein brand on the Czech market.
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5

Street, Gemma Louise. "The role of curation in the design and development of brand experience in the luxury retail environment." Thesis, University of Manchester, 2016. https://www.research.manchester.ac.uk/portal/en/theses/the-role-of-curation-in-the-design-and-development-of-brand-experience-in-the-luxury-retail-environment(9f1d44c4-a9c6-4996-a45b-c573e3a1141d).html.

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This thesis explores the role of curation in the design and development of brand experience in the luxury retail environment. Three research objectives seek firstly, to gain an understanding of the meaning of curation in luxury retailing and identify the role, purpose and value to luxury retailers; secondly, to explore the different ways in which curation manifests itself in the luxury retail environment by examining sole brand and multi brand luxury retailers, and lastly, to identify how curation is brought to life through the curatorial roles within luxury retailers. In light of increasing g
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6

Vanderbilt, Mark F. (Mark Franklin), and Daniel G. Yunes. "e-Commerce fulfillment strategy for luxury brands in South Korea." Thesis, Massachusetts Institute of Technology, 2012. http://hdl.handle.net/1721.1/77475.

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Thesis (M. Eng. in Logistics)--Massachusetts Institute of Technology, Engineering Systems Division, 2012.<br>Cataloged from PDF version of thesis.<br>Includes bibliographical references (p. 81-84).<br>Introduction and motivation: From a traditional paradigm, the term "luxury e-commerce" is an oxymoron. The high-volume, hands-off approach of online sales is a direct contradiction to that of the high touch, human relationship-based luxury retail industry. It is for this reason that, until recently, many luxury brands have avoided e-retail - the belief is that it cheapens their image (Okonkwo, 20
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7

Paz, Julia Oliveira da. "Luxury strategy of perfume brands in emerging markets: an exploratory study of luxury brands in the perfumes sector in Brazil." reponame:Repositório Institucional do FGV, 2016. http://hdl.handle.net/10438/17789.

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Submitted by Julia Paz (jujupaz982@hotmail.com) on 2017-01-22T23:48:10Z No. of bitstreams: 1 Julia Oliveira da Paz - MPGI.pdf: 1348434 bytes, checksum: ce5312f2481b5da32bfc6078123c3003 (MD5)<br>Approved for entry into archive by Josineide da Silva Santos Locatelli (josineide.locatelli@fgv.br) on 2017-01-23T14:28:06Z (GMT) No. of bitstreams: 1 Julia Oliveira da Paz - MPGI.pdf: 1348434 bytes, checksum: ce5312f2481b5da32bfc6078123c3003 (MD5)<br>Made available in DSpace on 2017-01-23T16:57:15Z (GMT). No. of bitstreams: 1 Julia Oliveira da Paz - MPGI.pdf: 1348434 bytes, checksum: ce5312f2481b5d
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Holmsäter, Linus. "Emerging Luxury : - An Explorative Study of the Major Current Challenges Facing International Luxury Fashion Companies in China." Thesis, Uppsala University, Department of Business Studies, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-108688.

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<p>Recent years have seen a significant increase in growth of the Asian luxury market, of which China has clearly come to make up the new major market. As the strategic considerations for international companies differ between countries, an individual approach needs to be adopted to customize operations. With this master’s thesis, the author aims to map out the key current challenges for international luxury fashion companies in China. Through in-depth interviews with industry experts, the study identifies and analyzes a set of thirteen challenges, and finds unique issues within each of the ch
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Soybelli, Tugba. "The Influence of Visual Art in the Brand Communication of Exclusive Streetwear Brands." Ohio University / OhioLINK, 2021. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1628073613427954.

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10

Lundén, Philip. "Faster faster, cheaper cheaper : A study about how fast fashion brands have affected luxury brands." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-12722.

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Today it seems like fast fashion brands are affecting luxury brands. Have the fast fashion brands been ignored too long and have luxury brands failed at protecting their brand values?  Luxury fashion brands make collaborations with fast fashion designers, something that would have been unthinkable a long time ago. Luxury brands have increased their number of seasons, some have diffusion lines and others sell online on their own websites. Luxury brands and fast fashion brands are sold on the same streets, worn by the same customers and can be found in the same magazines. Once fast fashion brand
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11

Bartošová, Gabriela. "Strategie získávání nových zákazníků pro luxusní značku." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-112688.

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The theme of the diploma thesis is the specific marketing of luxury brands with focus on Diesel, parfum brand. The aim of the diploma thesis is to review principles on which the luxury brands' marketing proceeds, and what are its specifics. Theoretical findings are applied to Diesel brand, the current Diesel marketing communication is analysed as well. The main aim of the diploma thesis is to propose next steps for marketing activities of Diesel brand.
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Font, Cuadras Paula. "Sustaining a Competitive Advantage in The Fashion Luxury Market : A case-study of Emerging Fashion Brands." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-23893.

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This research aims to present, analyse and discuss how to sustain a competitive advantage in the Fashion Luxury market throughout a case study of Emerging Fashion Brands. The analysed data determines that considering the customers’ demands, the attributes of the Emerging Fashion Brands and the idiosyncrasy of the Fashion Luxury Market these brands must apply a Differentiation Strategy directed to a focal target group in order to sustain their competitive positions in the market. Furthermore, the findings of the research prove the relevance for Emerging Fashion Brands to identify their innovati
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Liu, L. "Turning stardust into gold dust : how do sports celebrity endorsements of luxury brands influence the intentions and decisions to purchase of Chinese consumers?" Thesis, Coventry University, 2016. http://curve.coventry.ac.uk/open/items/a4120065-59f9-4d5f-b190-47ca25f6e686/1.

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As a result of three decades of rapid economic development, China has become the world’s second largest economy and the second biggest market for luxury consumer products (Chevalier & Lu, 2009; Degen, 2009). The most populous nation in the world is also a leading sports power with strong yet mythical potentials in its sports business market (Chadwick, 2008). This thesis studies the area where luxury consumption and sports business intersect in the market by examining the phenomenon of sports celebrity endorsement of luxury brands and how such endorsements lead to the intentions and decisions b
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Rosa, Renata Ferreira da. "Ecommerce as internationalization strategy: an exploratory study based on premium fashion brazilian brands: case study of farfetch." reponame:Repositório Institucional do FGV, 2016. http://hdl.handle.net/10438/15954.

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Submitted by Renata Ferreira da Rosa (renatafrosa@gmail.com) on 2016-03-15T13:54:22Z No. of bitstreams: 1 Renata Rosa - Ecommerce as Internationalization Strategy.pdf: 6115288 bytes, checksum: 8a7d99af826e68ad0e5589c5c23a1251 (MD5)<br>Rejected by Ana Luiza Holme (ana.holme@fgv.br), reason: Prezada Renata, Somente a numeração das páginas está incorreta, a numeração deve contar da 1 pagina mas só aparecer o numero na introdução. exemplo: introdução pagina 11 na pagina anterior não aparece o numero. Ana Luiza Holme 37993492 on 2016-03-15T14:02:33Z (GMT)<br>Submitted by Renata Ferreir
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15

Sapi, Esther. "Key Success Factors for Marketing Luxury Brands in the Champagne Industry." St. Gallen, 2008. http://www.biblio.unisg.ch/org/biblio/edoc.nsf/wwwDisplayIdentifier/06607972001/$FILE/06607972001.pdf.

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16

Bitzi, Benedikt. "Luxury Brand Extensions in Mass-Markets." St. Gallen, 2007. http://www.biblio.unisg.ch/org/biblio/edoc.nsf/wwwDisplayIdentifier/01648740002/$FILE/01648740002.pdf.

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17

Das, Moumita. "How To Sell A Luxury Brand From A Non-Luxury Store. Essays on Managing a Salesperson's Motivation Towards Selling Luxury Brands From A Non-Luxury Multi-Brand Store." Thesis, Jouy-en Josas, HEC, 2014. http://www.theses.fr/2014EHEC0012/document.

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La recherche en gestion de la force de vente concernant les produits du luxe en est à ses prémices. Compte tenu du poids accru des marques de luxe et des perspectives futures très prometteuses, il importe d’enrichir la recherche et de comprendre les leviers de ventes des produits de luxe. L’industrie du luxe dispose de deux voies d’accès aux consommateurs finaux. D’une part, un réseau spécialisé / dédié contrôlé directement par les fabricants du luxe et d’autre part, des boutiques généralistes multi-marques (en dehors du contrôle des fabricants du luxe). Une part importante des ventes de produ
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18

Cavender, Rayecarol. "The Evolution of Luxury: Brand Management of Luxury Brands, Old and New." Diss., Virginia Tech, 2012. http://hdl.handle.net/10919/77124.

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This qualitative study contributed to the growing body of research in luxury brand management by constructing a framework that can be utilized by luxury companies and conglomerates to develop their business strategies. The purpose was to examine: (a) how the chosen luxury firm is addressing the changing business environment of the luxury goods industry and the changing consumer environment targeted by that industry, (b) how the firm is managing growth trade-offs, and (c) how the firm is adapting its marketing orientations to become consumer-centric and experiential. Six research questions guid
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19

Bravo, González Ramón. "Corporate social responsibility and brand value in luxury." Thesis, University of Glasgow, 2017. http://theses.gla.ac.uk/8159/.

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With a combined annual revenue of approximately $250 billion dollars, the luxury industry is highly significant, from a financial and commercial point of view. Within luxury, an area that is becoming increasingly important due to the visibility of this industry is Corporate Social Responsibility (CSR). While consumers are still not actively demanding CSR in luxury products and services, and there is evidence that CSR is not a key area of interest for the luxury industry; the luxury industry is becoming the target of non-governmental organizations (NGOs) and other stakeholders interested in env
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Bravo, Gonzalez Ramon. "Corporate Social Responsibility and Brand Value in Luxury." Thesis, University of Glasgow, 2017. http://hdl.handle.net/10919/78038.

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One of the most important assets that luxury firms have is brand value, an intangible asset influenced by consumer and company-led actions. CSR is a company-led action, which depending on how it is managed, can either increase or decrease brand value. This research explores the role of CSR within luxury and how it, together with other factors, contributes to brand value in luxury. To conduct this work, a mixed methods approach was selected. A theoretical framework was built with input from the literature and interviews with key interviewees from the luxury industry. Then, the theoretical fr
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NÄSSEL, MALIN, and LINNÉA PERSSON. "Characteristics of and how to maintain a luxury brand." Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-20674.

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We want to identify the factors of how to maintain a luxury fashion brand. To do this, we have to find what characterizes a real luxury brand. We want to go into depth and find the underlying and often invisible aspects within a luxury brand. The characteristics of a luxury brand are that the majority has their production in-house and provide high quality, made by an experienced and eccentric designer. The luxury brands have a distinct and clear image and identity. The brands are available in both stores and online shops and their offered products are in the high price sector. To maintain a lu
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Wang, Tricia. "The Value of Luxury Brand Names in the Fashion Industry." Scholarship @ Claremont, 2015. http://scholarship.claremont.edu/cmc_theses/991.

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Brand names in the Fashion industry are often times perceived as overpriced and unreasonable. Nevertheless, the success of well-known luxury brands in the industry has been growing domestically and internationally at a breakneck pace. Forbes publishes an annual list on the top 100 most valuable brands annually using a formula of their own making. 8 out of these 100 brands are luxury fashion brands. Why are luxury fashion brands so coveted? It can’t only be because of humans’ desires to own superior goods or even for the sake of their egos. In this paper I will delve into the hidden aspects of
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Kotiranta, V. (Ville). "Corporate brand positioning and differentiation in the luxury automotive industry." Master's thesis, University of Oulu, 2017. http://urn.fi/URN:NBN:fi:oulu-201705101764.

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Global luxury automotive industry faces one of the most competitive and dynamic markets in the world. The focus of this research has been to discover the corporate strategies relating to competitive positioning and differentiation via brand personality. Both Aaker brand personality framework and specifically for this industry developed luxury automotive strategy framework are applied for content analysis data, which has been extracted from the mission and vision statements of four case companies: Audi, BMW, Daimler and Ferrari. The empirical research has been divided in to three separate rese
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Colesky, Yolanda. "Investigating sustainable supply chain practices within the luxury brand market." Thesis, Nelson Mandela Metropolitan University, 2017. http://hdl.handle.net/10948/14917.

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Luxury fashion brands seem to contradict sustainability. The values of sustainability are commonly associated with terms such as sharing, collaboration, austerity, and collective thinking. Luxury, however, is associated with excess, self-indulgence, delight and decadence (Kapferer & Bastien, 2012:360). Further paradoxes exist where the apparel of the luxury consumer is often manufactured by labourers in low wage-paying producing countries. High wastage is evident in the seasonality of the fashion industry. However, work opportunities are created by the fickleness of the fashion industry and th
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Yaro, Walita. "The Role of Luxury Fashion Brands : A qualitative research of how the consumption of luxury fashion brands relate to young consumers' self-concept." Thesis, Stockholms universitet, Företagsekonomiska institutionen, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-132964.

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The market for luxury brands has outpaced other consumption categories through its growth, and has been found in continuous development. As there is an increasing amount of luxury categories, the consumption of luxury fashion brands account for the largest proportion of luxury profits, and the marketing costs for such brands has shown to surpass those of other fashion categories. Consumer researchers have throughout decades emphasized how individuals participate in consumption behavior to form their self-concept in relation to brands. However, previous research has disregarded the multidimensi
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Chapman, Alexis. "The co-creation of a luxury hotel brand online : The case of an international hotel brand." Thesis, Université Côte d'Azur (ComUE), 2017. http://www.theses.fr/2017AZUR0014/document.

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Le processus de co-création de valeur est un sujet déjà bien étudié dans la littérature marketing. Pour autant, la co-création de valeur dans un contexte digital, reste un domaine peu abordé si l’on prend en compte le nombre des recherches empiriques sur ce sujet. La recherche menée par l’entreprise Forrester par exemple montre une corrélation entre l’expérience des clients et les gains de revenus liés à leur fidélisation, que cette dernière soit mesurée par des achats répétés, un taux de changement de marque moins élevé, ou une augmentation des recommandations par bouche-à-oreille. Cette étud
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Muniz, Fernanda. "Corporate Social Responsibility and Brand Equity: Insights to Global, Luxury, and Co-Creation Brand Building Strategies." Thesis, University of North Texas, 2020. https://digital.library.unt.edu/ark:/67531/metadc1703285/.

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Given the growing number of socially conscious and ethical consumers, brands have been taking a strategic approach to corporate social responsibility (CSR) by integrating socially responsible activities into the brand's core value proposition in order to remain relevant in the marketplace and drive brand equity. Extant research on CSR has investigated its effect on various consumer behavior outcomes. However, from a brand-building perspective, there is still a lack of understanding on how to effectively leverage CSR, and not enough directions on how to overcome its challenges in order to build
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Tsang, Cheung-ming. "Business opportunities of luxury product business in the PRC /." Hong Kong : University of Hong Kong, 1996. http://sunzi.lib.hku.hk/hkuto/record.jsp?B18023812.

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ERDTMAN, JENNIFER, and CAMILLA HEDINGE. "Luxury fashion web-shops, a successful distribution channel?" Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-20147.

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Purpose: Can luxury fashion brands use websites and web-shops and still keep a sense of drama and exclusivity around their brand and at the same time avoid brand dilution?Background: The e-commerce opened up for new possibilities for the luxury fashion brands but due to the dotcom crash around the year of 2000 did many of them become reluctant to the Internet as a selling channel. LVMH was one of the first in this genre to start up a web- shop. It name was eluxury (eluxury.com), and sold products from LVMH’s brands like Louis Vuitton, Dior and Donna Karan. It started off in the US market and t
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Lin, Chia-Ying, and 林佳穎. "Brand Construction Strategy of Luxury Industry in Taiwan." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/56156741024487306162.

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碩士<br>國立中山大學<br>傳播管理研究所<br>92<br>While global economy suffers depression, international luxury industry, which always aims at high-income customers, is hardly affected. The figure of sales of the luxury industry displayed an increase of profits and more young customers started purchasing luxury goods even when the Asian market was undergoing SARS''s attack. In the 100 top global brands investigated by BusinessWeek in 2003, 8 luxury brands are included, showing astonishing brand value. Luxury good as a “Universal Product” (Ohmae, 1989) earns its value from its brand image. How does a brand pres
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Yi-Xin, Wang, and 王怡心. "A Study on Brand Strategy, Channel Strategy, Service Quality,Brand Loyalty and Brand Performance－An Empirical Investigation of Luxury Goods." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/6mqu67.

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碩士<br>國立臺北科技大學<br>經營管理系碩士班<br>105<br>With the development of global economic and the trend of optimal consumption, more and more people are willing to spend large money in the fashion boutique and luxury. And the coming of the new era of Internet, online store builds a new style of bridge for customers and Luxury brands. Before purchasing at real store, customers can learn the new information of products online in advance. Real stores still provide full service and let customers to experience in person in the store to maintain customer’s attraction. With traditional real stores added online ch
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Sung, Yun-Teng, and 宋雲登. "A Study on Brand Strategy, Channel Strategy , Competitive Strategy and Brand Performance – An Empirical Investigation of the Luxury-goods Industry." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/99psj7.

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碩士<br>國立臺北科技大學<br>工業工程與管理研究所<br>95<br>Along with the economic globalization, brand has much influence power than before, and also the main reason that the luxury-goods industry creates a stable earning and profit.The special brand image not onlyhas the higher price ability and the customer loyalty, but also can use the brand strategy to make stronger market, and reduce risk of entire new market. In addition, the present market is dominated by distribution factors greatly, i.e., manufacturers are not main characters. The manufacturers and retail have no more in competitive relationship,. They b
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Braun, Marcel W. "Becoming an Institutional Brand A long-Term Strategy for Luxury Goods /." 1997. http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&doc_number=007634031&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA.

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CHIEN, HSIU-FANG, and 簡秀芳. "The Growth Strategy Development of International Luxury Brand for Young Consumer." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/29747682646793158735.

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碩士<br>東吳大學<br>國際經營與貿易學系<br>101<br>Abstract In order to expand the market, more and more international luxury brand gradually altered their strategy in recent years—either designed new series of products for the younger, or established new sub-brands, besides they even revised down the price zone of their commodities. The hope to attract more consumer and more fans in various age, to extend the life cycle of the brand and even to flourish the brand itself resulted from these whole new trends and tactical strategies. Regardless of home appliances, cars, insurances, finances and touris
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Shih-Hsiu, Chu, and 朱仕修. "The Business Strategy of Brand Community-A Case Study of Luxury Industry." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/05043813254086904355.

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碩士<br>輔仁大學<br>企業管理學系管理學碩士在職專班<br>100<br>Along with the changes that come with the development of modern day economy and social life, consumers’ behaviors have evolved, reflecting on the elevation of boutiques that signifies higher status. Also, there is a rising sense of community management in recent years, a trend including people of homogeneity who form societies, either factual or cyber, of different purposes. Therefore, this research aims at discussing how the boutique industries in Taiwan allocate and use the notion of community to draw up their managerial strategies in order to reach th
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Lai, Ya-Yen, and 賴雅妍. "A Study of Styling Strategy of Fashion Brand-Luxury Bags as Example." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/97142772026445512718.

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碩士<br>銘傳大學<br>設計管理研究所碩士在職專班<br>99<br>The international luxury brands lead the trend for fashion industry. Under the challenge of globalized marketing, mature branding strategies strengthen the brand name and leads to success merchandising. The history and the founding spirit of the brands were thought to connect with their product, which made the success of the brands. While the domestic fashion industries can hardly compete those success international luxury brands, how to rebuild the business model and product strategies referring to those success ones, and to enhance the competitiveness and
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Iaquinandi, Patrizio Gianmichele. "Which communication strategy should a male luxury (fashion) brand: associated with a luxury car brand: develop, in order to increase its awareness in Europe." Master's thesis, 2016. http://hdl.handle.net/10362/16941.

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This work project explores how a male luxury (fashion) brand (subsidiary) that is associated with a luxury car brand (parent company) should develop its communication strategy in order to increase awareness in Europe. For this purpose a quantitative research was conducted. The aim was to find out whether the company in question had low brand awareness among European luxury consumers. Hereafter, a qualitative research revealed important insights in regard to luxury communication among male luxury consumers. Both the results of the research and the recommendations of luxury experts laid t
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Ruei-Yu, Lin, and 林芮羽＿. "A Study on Brand Strategy, Clicks-and-Mortar, Brand Trust and Brand Equity – An Empirical Investigation of the Luxury Goods." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/hrj7f6.

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碩士<br>國立臺北科技大學<br>經營管理系碩士班<br>103<br>Following the economic development in the Asian market led by China, per capita income increased and the trend of optimal consumption grew; these resulted in the improving performance for the Luxury Goods industry. The advent of the mobile internet era led to the rapid rise of e-commerce, providing internet business opportunity for explosive growth. The time investment in shopping led to the behavior change where consumers opted to shop online instead. Enterprises in turn adapted Clicks-and-Mortar methodology, using technologies such as E-cloud systems o
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Chen, Rou-yi, and 陳柔伊. "Multi-brands Strategy Discuss Of Fashionable Luxury Groups." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/17140182457451617810.

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碩士<br>南華大學<br>國際暨大陸事務學系亞太研究碩士班<br>100<br>Savor is a dynamic showpiece in people’s life, and today, cities are extension stages for people to show their tastes. So in recent years, consumer’s consumer competence increases, and there are a few boutique brand that began to take notice of this part of the market and discovered that while consumers affirms the brands, different aspects about life economy can make dandy industry make use of the brands efficiently and at the same time retain their values. 　 　　Brand is an important index for consumers during an act of purchase, and mass media are “spo
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Loewenthal, Elizabete Helena Félix da Silva Friman. "Leveraging brand image in the cosmetics market : how premium brands create the illusion of luxury." Master's thesis, 2020. http://hdl.handle.net/10400.14/31200.

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The luxury business model is in its own league when compared to other more common types of business models. It allows for several benefits for companies that apply it, one of these benefits being boosted brand image. The purpose of this thesis is to show how non-luxury companies can use this business model and successfully adapt it in a way that boosts brand image, specifically for the market of cosmetics. While the idea that adopting this business model outside of luxury companies is not new, choosing a specific market such as cosmetics and analyzing how exactly this sort of leverage can be a
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Micco, Martina Di. "Can the strategy of the Italian fashion luxury brand Gucci sustain the brand´s middle term future among its target?" Master's thesis, 2021. http://hdl.handle.net/10362/123160.

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Gucci is one of the most famous Italian luxury fashion brands, which in the last five years saw an exponential increase in its revenues because of the new rebranding. However, despite the rise in profitability, sales and interest for the brand have been slowing down during the last year. This Work Project aims to investigate if the present brand strategy could still sustain the brand in the middle term future. The research methodology focused on qualitative in-depth interviews with luxury consumers and luxury experts. Insights on future strategies for the brand are proposed at the end o
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Jordão, Diana Filipa da Costa Vieira. "Internationalization of a digital luxury brand: Josefinas case study." Master's thesis, 2019. http://hdl.handle.net/10071/19078.

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The present case approaches the internationalization of a digital luxury brand (Josefinas), more specifically the Communication Strategy used during the opening of a popup store in a country and city different from Braga, Portugal, for one year. Therefore, at the beginning of the Case, three distinct world cities are proposed and the challenge for the students is throughout the Case Study, answering the questions and make decision-making in order to choose one of the destinations initially presented. Luxury Brands predominantly use communication actions like printed advertising, newslet
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Chen, Chi-Ching, and 陳季青. "How digital influence international luxury brand to make strategic plan." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/51403806185197011660.

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碩士<br>國立交通大學<br>管理學院高階主管管理碩士學程<br>103<br>Before the advent of the internet, brands utilized traditional advertising to the public. And now, all brands compete to develop Internet marketing in order to provide consumers with integral information. Through this trend towards digital advertising, the relationship between consumers and brands has been changing. This trend requires brands to recruit more talented people in order formulate new ideas, new development directions and marketing strategies. This paper is going to take three international fashion brands as examples and discusses how their
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Bosco, Urszula Petra Bianca. "The effects of Tiffany&Co’s online advertising strategy on brand perception in Italy and United States." Thesis, 2012. http://hdl.handle.net/2152/ETD-UT-2012-05-5560.

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This Professional Report explores the effects of Tiffany&Co’s online advertising strategy on brand perception in Italy and United States. The study starts with an analysis of the concept of luxury and the opinion that scholars have on how luxury value and brand equity should be communicated. Brand perception, its influence on consumers, and the role of Internet are also analyzed. The last part includes a detailed analysis of the findings for Italian and American consumers aged 18-25 and the variables that influence Tiffany&Co’s perceptions. The study concludes with recommendations to reinforce
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邱千容. "A Study of Business Strategy of the International Luxury Fashion Brands." Thesis, 2002. http://ndltd.ncl.edu.tw/handle/59904664780428043076.

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碩士<br>實踐大學<br>服裝設計研究所<br>91<br>Driven by the wave of globalization, it is what many companies have expected to bring their brands into the international arena. In the international fashion stage, it is often heard that Taiwanese fashion brands have walked out of the island and this has been done for years. However, how many of them can really represent Taiwan and take ground in the world? Are there any differences in business strategy and logics between foreign and Taiwanese brands while emphasizing the innovation and design capability of the latter? Are there any successful marketing experien
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Cohen, Pedro Leite. "Conceição Rosa Pereira & Cª., Lda : Luis Onofre : strategic development for a Portuguese luxury brand." Master's thesis, 2013. http://hdl.handle.net/10400.14/22132.

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How can a Portuguese luxury brand stand out in the competitive footwear industry? Which internationalization strategies should the company uses and what are the most important resources that will sustain the firm competitive advantage in this market? Conceição Rosa Pereira & Cª., Lda is a Portuguese company that operates in the footwear industry and its most recognized by his own shoe brand – Luis Onofre. Besides operating in the footwear industry by commercializing the brand Luis Onofre the company also takes care of production for private labels. This dissertation purposes a journey into t
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Liao, Ya-Lin, and 廖雅琳. "Research on Brand Operation Strategy under the Trend of M-shape Society - a Case Study of Luxury Architecture Business." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/42669290975634933038.

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碩士<br>朝陽科技大學<br>工業工程與管理系碩士班<br>98<br>Since Taiwanese government launched the project of “branding Taiwan development plan” in 2006, many industries have developed strong will on deploying their own brands. Therefore, brand-developing issue has become one of the most important issues for Taiwanese industries. The trend of M-shape Society has resulted in two extreme consumer markets. People on the right-hand side of the M-shape society is called “the new rich people.” These people have greatly potential in making profits and incomes. Most of industries have been affected by the M-shape soc
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Salsano, Alessandro. "Benefits and challenges of an omnichannel retail strategy for luxury fashion brands." Master's thesis, 2020. http://hdl.handle.net/10362/107054.

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Luxury is neither a product, an object, a service nor a concept or a lifestyle. It is an identity, a philosophy and a culture. As a business sector and management discipline, these characteristics signify the presence of challenges in the integration of luxury branding within the Internet and digital environment and the requirement of intricate strategies to overcome them (Okonkwo, 2010). The digital transformation that the world has seenin the lastdecades has been capable ofreshaping the way every business is organized. While most of the retail businessesdid not face many diffi
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Huang, Sheng-Chi, and 黃聖棋. "The Effects of Branding Strategy, Brand Concept, and Consumer's Attitude toward Luxury on Consumer's Acceptance of Downward Line-Stretched Products." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/60677007785256398195.

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碩士<br>國立政治大學<br>企業管理研究所<br>95<br>The purpose of this study is to compare the effects of two kinds of product downward line stretch’s branding strategies: original branding strategy and umbrella branding strategy. Based on the moderate effect of brand concept and consumer attitude toward luxury, the influence of these two strategies on the consumer purchase intention will be evaluated. Cameras and watches were selected as products for this study. When dividing brand concept into symbolic and functional concept, Sony and Nikon were selected as the camera brands by this order; Swatch and Casio we
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Weber, Sabrina. "Luxury brands and CRM, mutually exclusive? : developing a CRM strategy for Patek Philippe." Master's thesis, 2012. http://hdl.handle.net/10071/5175.

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Nowadays consumers get more demanding than ever before, marketing moves from the traditional transactional driven paradigm to the new, relational based paradigm. That is why customer relationship management (CRM) gains importance. Conventional brands were the first one’s that implement a CRM strategy in order to built strong long-life relationships with the most valuable customers. Luxury brands are just starting to realize the benefits of CRM. Whereas they are reluctant to use the usual and common techniques that have been proven successful for classic consumer goods because it involves
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