The paper initially defines and elaborates the concept of luxury partner-brand from theoretical sources in luxury and co-branding, suggesting that a luxury partner brand is a self-expressive brand with the highest perceived quality and a super-premium price, positioned in brand alliance as a...

This paper discusses five emergent trends within brand portfolio management. These important trends are presented in the following order and format: reiteration between branded house and house of brands; replacement of brand architecture idealism with dynamic brand portfolio management; brand...

This paper initially defines and elaborates the conception of luxury partner brand from theoretical sources in luxury branding, conspicuous consumption, co-branding and semiotics. It is suggested that a luxury partner brand is a self-expressive brand with the highest perceived quality and a...

This paper revolves round the potential sins within brand portfolio management that can inhibit successful brand portfolio management. The sins are introduced and discussed in the following order and format: never substitute brand identity with platform capitalization; never sell off aligned...