Risques, InêsMaincourt, ChristopheOliveira, Margarida Almeida2025-08-112025-01-232024-12-17http://hdl.handle.net/10362/186280Maria 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.engLuxury jewelryPortugalMaria João BahiaBrand developmentBrand Stretchingmaster thesis203961994