Becoming an institutional brand: a long-term strategy for luxury goods
Gespeichert in:
| 1. Verfasser: | |
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| Format: | Abschlussarbeit Buch |
| Sprache: | English |
| Veröffentlicht: |
1997
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| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | IX, 323 S. graph. Darst. |
Internformat
MARC
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| 100 | 1 | |a Braun, Marcel W. |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Becoming an institutional brand |b a long-term strategy for luxury goods |c vorgelegt von Marcel W. Braun |
| 264 | 1 | |c 1997 | |
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| 502 | |a St. Gallen, Univ., Diss., 1997 | ||
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Datensatz im Suchindex
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Contents
1 Introduction 1
1.1 Research Problem 1
1.1.1 Practical Background 1
1.1.2 Theoretical Background 5
1.2 Objectives 8
1.3 Research Methodology 8
1.4 Description and Definition of Key Concepts 10
1.4.1 Branding 10
1.4.1.1 Brand Functions 12
1.4.1.2 Competitive Importance of Branding 16
1.4.2 Brand Life Cycle 20
1.4.3 The Institutional Brand 21
1.4.4 Luxury 27
1.4.4.1 Marketing and Markets for Luxury Goods 32
1.4.4.2 The Institutional Luxury Brand 38
1.4.4.3 The Connoisseur Institutional Brand 40
1.5 Structure 42
2 Theoretical Framework 45
2.1 Brand Development Stages 45
2.1.1 Life Cycle Concepts 47
2.1.1.1 Level of Aggregation 49
2.1.1.2 Life Cycle Patterns 50
2.1.1.3 Life Cycle Stages 53
2.1.1.4 Life Cycle Management 54
2.1.2 Brand Life Cycle 55
2.1.3 Normative Life Cycle Model for a Luxury Brand 59
2.1.4 Life Cycle Stages of a Luxury Brand 62
2.2 Levels of Brand Development 65
2.2.1 Perceived Level 65
2.2.2 Strategic Level 66
2.2.3 Operative Level 67
2.2.4 Brand Management as a Continuous Process 68
2.3 Brand Development Matrix 69
// 2.4 Strategic Level (Positioning) 71
2.4.1 Positioning and Related Concepts 71
2.4.2 Requirements for Positioning Dimensions 74
2.4.3 Effective Positioning Strategies 76
2.4.3.1 Product Based Attributes 77
2.4.3.2 Benefit Based Attributes 78
2.4.3.3 Application Based Attributes 78
2.4.3.4 Competitor Based Attributes 79
2.4.3.5 User Based Attributes 79
2.4.3.6 Provenance Based Attributes 80
2.4.3.7 Imagery Based Attributes 80
2.5 Operative Level (Marketing Mix) 82
2.5.1 Marketing Instruments for Luxury Goods 83
2.5.2 Product 84
2.5.2.1 Mono products 84
2.5.2.2 Special and Limited Editions 85
2.5.2.3 Re edition of Historical Pieces 85
2.5.2.4 Talking Pieces and Unique Pieces 85
2.5.2.5 Customised Orders 86
2.5.3 Communication 86
2.5.3.1 Communication Contents 87
2.5.3.2 Communication Mix 89
2.5.4 Distribution 91
2.5.5 Price 92
2.6 Consumer Perception 93
2.6.1 Brand Knowledge 94
2.6.2 Brand Strength 99
2.6.2.1 The Young Rubicam Brand Asset Valuator 101
2.6.2.2 The Landor Image Power Survey 103
2.6.2.3 Equi Trend 105
2.6.2.4 The Interbrand Brand Valuation Methodology 106
2.6.2.5 The Brand Equity Ten 107
2.6.2.6 The Dream Formula 108
2.6.2.7 Conclusions on Brand Strength HO
2.6.3 Brand Personality and Subjective Value 1H
2.6.3.1 Charisma 112
2.6.3.2 Myth 113
2.6.3.3 Character Building through Birthrights 115
2.6.3.4 Luxury Brand Universe 116
2.7 Conclusions and Implications for the Empirical Study H?
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3 Empirical Evidence 119
3.1 Research Objective 119
3.2 Research Methodology 120
3.2.1 Method of Case Study 120
3.2.1.1 Purpose of the Research 121
3.2.1.2 Phenomena of Interest 122
3.2.2 Design of Case Study 123
3.2.3 Selection of the Cases and Interviews 125
3.2.4 Limitations 127
3.2.4.1 Generalisation of Results 128
3.2.4.2 Number of Cases 129
3.3 Research Procedures 129
3.3.1 Data Collection 130
3.3.1.1 Desired Skills for an Investigator 130
3.3.1.2 Case Study Questions 131
3.3.2 Data Analysis 132
3.3.3 Quality Measures of the Research Design 133
3.3.3.1 Construct Validity 134
3.3.3.2 Internal Validity 135
3.3.3.3 External Validity 135
3.3.3.4 Reliability 136
3.4 Research Findings 137
3.5 Constitutive Elements of an Institutional Brand 137
3.6 Practical Findings on the Brand Development Matrix 142
3.6.1 Introduction 147
3.6.1.1 Continuous Provenance 148
3.6.1.2 Modern Provenance 152
3.6.1.3 Conclusions on Introduction 158
3.6.2 Elaboration 159
3.6.2.1 Product Elaboration 161
3.6.2.2 Target Elaboration 165
3.6.2.3 Elaboration of Other Marketing Instruments 166
3.6.2.4 Conclusions on Elaboration 170
3.6.3 Fortification 171
3.6.3.1 Product Extensions Up or Down the Luxury Pyramid 172
3.6.3.2 Legitimising Values through Communication 178
3.6.3.3 Conclusions on Fortification 179
3.6.4 Animation and Control 181
1V_ 3.6.4.1 Rejuvenation of the Marketing Mix 181
3.6.4.2 Production and Distribution Control and Integration 186
3.6.4.3 Conclusions on Animation and Control 188
3.6.5 Discussion and Conclusions on the Brand Development Matrix .... 189
3.7 Case Studies: The Evolutionary Process of Two Luxury Brands 191
3.8 Louis Vuitton 193
3.8.1 The French Luxury Industry 193
3.8.2 The Competitive Environment for Luggage and Leadier Goods.... 195
3.8.3 Institutional Brands among Luxury Leather Goods 196
3.8.4 Introduction 198
3.8.4.1 Strategic Level 198
3.8.4.2 Operative Level 198
3.8.4.3 Perceived Level 199
3.8.5 Elaboration 199
3.8.5.1 Strategic Level 200
3.8.5.2 Operative Level 200
3.8.5.3 Perceived Level 200
3.8.6 Fortification 201
3.8.6.1 Strategic Level 201
3.8.6.2 Operative Level 202
3.8.6.3 Perceived Level 203
3.8.7 Animation and Control 204
3.8.7.1 Strategic Level 205
3.8.7.2 Operative Level 207
3.8.7.3 Perceived Level 210
3.8.8 Conclusions on Louis Vuitton 210
3.9TAGHeuer 215
3.9.1 The Swiss Watch Industry 215
3.9.2 The Competitive Environment of the Watch Market 217
3.9.3 Institutional Brands in the Watch Market 219
3.9.4 Introduction 222
3.9.4.1 Strategic Level 222
3.9.4.2 Operative Level 223
3.9.4.3 Perceived Level 223
3.9.5 Elaboration 224
3.9.5.1 Strategic Level 225
3.9.5.2 Operative Level 228
3.9.5.3 Perceived Level 230
3.9.6 Fortification 233
3.9.6.1 Strategic Level 233
v_
3.9.6.2 Operative Level 235
3.9.6.3 Perceived Level 238
3.9.7 Animation and Control 241
3.9.8 A Trans Stage Analysis of a Modern Provenance Driver 242
3.9.9 Conclusions on TAG Heuer 244
3.10 Louis Vuitton and TAG Heuer: A Tentative Comparison and
Finalising Insights of the Institutional Brand 248
4 Conclusions and Implications 253
4.1 Conclusions 253
4.2 Theoretical Implications 256
4.2.1 Branding 257
4.2.2 Brand Life Cycle Concepts 262
4.2.3 Marketing for Luxury Goods 264
4.3 Practical Implications 267
4.4 Areas for Further Research 270
Appendices and References 275
A 1 Appendices and Data Tabulations 277
A 1.1 The Members of the Comite Colbert 277
A 1.2 Potential Product Categories for Luxury Goods 279
A 1.3 Criteria that Make a Luxury Brand Institutional 279
A 1.4 Determining the Stage in the Brand Development Matrix 280
A 1.5 The Most Admired Luxury Brands 282
A 1.6 Production of Watches and Movements from 1950 1995 284
A 2 Interviews 285
A 2.1 List of Formal Interviews for the Empirical Part 285
A 2.2 List of Preliminary and Test Interviews 288
A 2.3 Interview Outline 289
A 2.4 Interview Summary Cover Note 292
A 2.5 An Example of an Interview Summary 293
A 3 References 299
A 3.1 References (Theoretical Part) 299
A 3.2 References (Empirical Part) 316
A 4 Curriculum Vitae 323
yi List of Tables
Table 1.1 Typology of brand functions 15
Table 1.2 The brand spectrum: The function of a brand on a continuum from
continuity/labelling to reputation 15
Table 1.3 How buyers learn about product characteristics 17
Table 1.4 The institutional brand 26
Table 1.5 Different types of institutional brands 27
Table 1.6 Different non instrumental perspectives for defining luxury 30
Table 1.7 Three consumer segments and their respective importance for luxury
goods sales 37
Table 1.8 Difference between a luxury goods brand and an institutional luxury
goods brand 40
Table 2.1 Evolution of marketing mix during the product life cycle 55
Table 2.2 Normative life cycle model for a brand with a symbolic concept.... 61
Table 2.3 Proposed life cycle stages of a luxury brand 63
Table 2.4 The brand development matrix 69
Table 2.5 The brand development matrix: an ongoing process of strategy and
marketing adaptation and perception monitoring 70
Table 2.6 Positioning and related concepts 72
Table 2.7 Requirements for positioning attributes 76
Table 2.8 Overview of potential positioning attributes 82
Table 2.9 The particularities in the marketing of luxury goods 83
Table 2.10 Approaches to measure brand strength and brand equity 100
Table 2.11 Birthrights of brand personality 116
Table 3.1 Brands and companies interviewed for the empirical part 127
Table 3.2 Empirically found criteria of an institutional luxury brand 138
Table 3.3 Matching of the theoretical definition and the empirically found
criteria of the institutional brand for a general luxury environment 141
Table 3.4 Discussed brands and their positions the brand development matrix 144
Table 3.5 Empirical evidence in the introduction stage 159
Table 3.6 Empirical evidence in the elaboration stage 171
Table 3.7 Empirical evidence on the fortification stage 180
Table 3.8 Empirical evidence on the animation and control stage 189
Table 3.9 Analytically generalised strategies of luxury brands in the four stages
of the brand development matrix 191
Table 3.10 Sales breakdown by outlet for selected luxury brands 203
Table 3.11 The multiple facets of Louis Vuitton s identity 206
Table 3.12 The brand development matrix for Louis Vuitton 213
Table 3.13 The development of the production of watches and movements in the
most important producer countries 217
vu_
Table 3.14 Purchase criteria when buying a high end watch 227
Table 3.15 Selected awareness levels of top and high end watch brands among
the total population 231
Table 3.16 The multiple facets of TAG Heuer 234
Table 3.17 TAG Heuer s brand perception in France in 1995 among university
students 239
Table 3.18 Seconds of exposure by source, top four brands (Australian Grand
Prix 1992) 243
Table 3.19 The brand development matrix for TAG Heuer 247
Table A. 1 The 75 members of the Comite Colbert on January 1 st 1995 277
Table A. 2 Potential product categories for luxury goods 279
Table A. 3 Empirically found criteria of an institutional luxury brand 280
Table A. 4 Determining the stage of a brand in the brand development matrix281
Table A. 5 The most admired luxury brands among the 35 interviewees
questioned for the empirical part 282
Table A. 6 The development of the production of watches and movements in the
most important watch manufacturing countries 284
Table A. 7 Interviews with experts working for luxury brands 285
Table A. 8 Interviews with experts working for communication agencies 287
Table A. 9 Interviews with experts in the luxury goods industry 288
Table A. 10 Preliminary interviews 288
VIII List of Figures
Figure 1.1 Three basic dimensions for customer perceptions of an institutional
brand 24
Figure 1.2 The connoisseur institutional brand defined in terms of awareness and
character 41
Figure 1.3 Structure and information sources of the dissertation 43
Figure 2.1 From the demand to the product group life cycle 50
Figure 2.2 Positioning evolution over time 57
Figure 2.3 Adding consumer perceptions over time: the build up of an
institutional brand 64
Figure 2.4 An integrated brand management process 68
Figure 2.5 Communication to target group and message 89
Figure 2.6 The luxury pyramid and an example of a high fashion house 93
Figure 2.7 Dimensions of brand knowledge 94
Figure 3.1 Chanel in the 1970s and 80s: Myth vs. desirability 182
Figure 3.2 Sales of luxury goods in 1989 194
Figure 3.3 The competitive environment for luxury handbags 196
Figure 3.4 The brand as an organic structure 208
Figure 3.5 Louis Vuitton s institutionalising dimensions 211
Figure 3.6 Market share of completed watches, in % of the total world wide
exports, valued in CHF 216
Figure 3.7 The position of the major brands in the watch market 218
Figure 3.8 TAG Heuer s strategic options for competitive advantage 226
Figure 3.9 Evolution of sales mix in value and of the average price index ex
factory, 1988 and 1995 230
Figure 3.10 Increasing importance of public relation investments according to
the development stage of a brand 236
Figure 3.11 TAG Heuer s institutionalising dimensions 245
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| indexdate | 2024-07-09T18:08:25Z |
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| spelling | Braun, Marcel W. Verfasser aut Becoming an institutional brand a long-term strategy for luxury goods vorgelegt von Marcel W. Braun 1997 IX, 323 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier St. Gallen, Univ., Diss., 1997 Goederen gtt Merken gtt Weelde gtt Luxusgut (DE-588)4192138-0 gnd rswk-swf Markenartikel (DE-588)4037584-5 gnd rswk-swf (DE-588)4113937-9 Hochschulschrift gnd-content Markenartikel (DE-588)4037584-5 s Luxusgut (DE-588)4192138-0 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=007634031&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Braun, Marcel W. Becoming an institutional brand a long-term strategy for luxury goods Goederen gtt Merken gtt Weelde gtt Luxusgut (DE-588)4192138-0 gnd Markenartikel (DE-588)4037584-5 gnd |
| subject_GND | (DE-588)4192138-0 (DE-588)4037584-5 (DE-588)4113937-9 |
| title | Becoming an institutional brand a long-term strategy for luxury goods |
| title_auth | Becoming an institutional brand a long-term strategy for luxury goods |
| title_exact_search | Becoming an institutional brand a long-term strategy for luxury goods |
| title_full | Becoming an institutional brand a long-term strategy for luxury goods vorgelegt von Marcel W. Braun |
| title_fullStr | Becoming an institutional brand a long-term strategy for luxury goods vorgelegt von Marcel W. Braun |
| title_full_unstemmed | Becoming an institutional brand a long-term strategy for luxury goods vorgelegt von Marcel W. Braun |
| title_short | Becoming an institutional brand |
| title_sort | becoming an institutional brand a long term strategy for luxury goods |
| title_sub | a long-term strategy for luxury goods |
| topic | Goederen gtt Merken gtt Weelde gtt Luxusgut (DE-588)4192138-0 gnd Markenartikel (DE-588)4037584-5 gnd |
| topic_facet | Goederen Merken Weelde Luxusgut Markenartikel Hochschulschrift |
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