How Far Can Luxury Brands Travel Avoiding the Pitfalls of Luxury Brand Extension

Subjects Covered
Adjacency expansion
Brand management
Brands
Companies & brands

by
Mergen Reddy,
Nic Terblanche,
Leyland Pitt,
Michael Parent

Source: Business Horizons

11 pages.
Publication Date: Mar 15, 2009. Prod. #: BH322-PDF-ENG

How Far Can Luxury Brands Travel? Avoiding the Pitfalls of Luxury Brand Extension Harvard Case Study Solution and HBR and HBS Case Analysis