Luxury brands and the Internet communication media seem to be inconsistent at first sight. On the one hand, luxury brands have to maintain the control of their elitism and their image; on the other hand, Internet is defined as a mass media of communication that is basically not selective....

Purpose – Considering a long-term perspective and the discourse directly emitted by brands, the aim is to study how can brand extension potential be predicted through the analysis of brand contracts? Design/methodology/approach – Considering a long-term perspective and the discourse directly...

Purpose – The purpose of this paper is to define and understand the different models of brand development, according to the evolution of a brand’s identity and the introduction of brand extensions, starting from the premise that brands must be managed in a consistent way over time, but also...