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Maria João Bahia: developing a local maker into a national brand with global potential: consolidating Maria João Bahia’s bottom of the pyramid by capturing younger generations
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Orientador(es)
Resumo(s)
Maria João Bahia, a Portuguese luxury jewelry brand faces significant challenges in a
competitive market dominated by international luxury conglomerates, making it hard for local
Portuguese brands to establish themselves. To overcome these challenges, MJB should adopt
Kapferer and Bastien’s (2009) brand stretching luxury pyramid model. Aligned with the model,
3 lines of recommendations will be developed: (1) legitimizing MJB’s aura, while transitioning
from the traditional approach of luxury towards the luxury pyramid model, (2) consolidation of
MJB’s bottom of the pyramid by attracting younger generations, (3) enhancing MJB’s middle
to top of the pyramid through an expansion to Porto.
Descrição
Palavras-chave
Luxury jewelry Portugal Maria João Bahia Brand development Brand Stretching