As the corporate brand becomes linked to other brands and other entities, a coherent corporate brand architecture … becomes a crucial component in a firm's overall marketing strategy, as it provides a structure to leverage the corporate brand … in different product market contexts. This paper discusses how a corporate brand can develop a more expansive brand …

This conceptual paper revolves around trends and research challenges in luxury brand management for the future. Four … and tactical level. Second, is the issue of make-and-buy brand portfolios, revolving around how brands can be acquired … from the market and internalized with the portfolio, and how brand managers think in relation to this. Thirdly, the issue …

Luxury brand architecture is a structure for organizing the luxury brand portfolio either as a branded house, a house … of brands or intermediate brand leverage positions such as sub-brands and endorsed brands. This paper identifies the … problem areas and research gaps in the complex luxury brand architecture settings like vertical luxury brands such as Marc by …

The paper argues that the notion of prioritized brands may be one of the most important concepts of brand portfolio … management today. In the era of make-and-buy brand equity and growing house ofbrands, firms must find new strategies for survival …

The paper outlines the four most important research challenges for brand authenticity. Brand authenticity has come of … age and there is an urgent need to overcome a set of dichotomies that create a brand strategy fog, surrounding the whole … brand authenticity discourse in theory and practice. The following dichotomies are discussed: real versus perceived brand …

visibility luxury brands. Not only does implicit luxury brand management demand a different approach to brand identity management …, but also requires a more subtle understanding of explicit and implicit consumer profiles in brand strategy …

This paper explains the benefits and risks of brand collaboration from a strategic perspective. It integrates the … benefits and risks with co-branding that previously lay scattered across poorly integrated domains. It is argued that brand … managers can have three general benefits from brand collaboration - functional, emotional and self-expressive benefits. However …