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Balancing brand extensions and luxury legitimacy: how do top luxury hotel brands succeed in extending to branded residences
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| 2.65 MB | Adobe PDF |
Orientador(es)
Resumo(s)
Brand extensions allow luxury brands to leverage their most important asset when entering
new markets: their brand image. However, for luxury brands, growth brings risks of brand
dilution and of jeopardizing luxury legitimacy. This work project explores how top luxury hotel
brands successfully extend to the branded residences sector while managing the challenges of
growth exacerbated by their luxury status. Through the analysis of the top ten luxury hotel
brands in the branded residence sector and their respective residence brands, we uncover
insights and derive best practices in order to develop recommendations to the brand Martinhal
Hotel and Resorts.
Descrição
Palavras-chave
Branded residences Luxury brand extensions Category brand extensions Luxury legitimacy Luxury hospitality Brand architecture Brand dilution