02_Brand-Extension-How-Far-Can-You-Go英文文献资料

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1、BrandExtension:HowFarCanYouGo?Companiesthathavemovedoutfromtheircoresectorandmovedintoothersectorsconstellatetoday’sluxurymarket.Forexample,LouisVuittonandPradawerebornasfamilybusinessesfocusedonhighendtravelluggageandtheyhavesubsequentlymovedintoreadytowearandacc

2、essories;Ferrarihasextendeditssphereofactionfromluxurysportscarstoincludewatchesandclothing.Whentalkingaboutgrowthandstrategyfirstofallwehavetoclarifythedifferencebetweenbrandextensionandbrandstretching(Kapferer2012):a)inbrandextensionthebrandimplementsitsluxuryst

3、rategyinanewterritory.Forexample,Chanelstartedasahautecouturebrandandhasnowextendeditsoperationstojewelry;b)inbrandstretchingthebrandimplementsitsfashionandpremiumstrategy(andnotitsluxurystrategy)tonewterritories(formoreinformationonthedifferencebetweenluxuryandpr

4、emiumpleasereadmywhitepaper“WhyPremiumisNotLuxury”).AprimaryexampleisCartier,whichhaslicenseditsperfumesthataresoldindepartmentstoresanddutyfree.InthiswhitepaperIwillconcentrateonbrandextension.Brandextensionisoneofthetwofactorsthathavecontributedtothesignificantg

5、rowthoftheluxurymarketoverthepastfewyears,theotherelementbeingthegrowthofmono-brandstoresworldwide.Inmostcasesbrandextensionhastakentheformoflineextension,viaexpandingthecorebusinessandintroducingnewproductswithinthesamecategoryastheparentbrand.ForexampleGiorgioAr

6、manihascreatedasecondlinecalledEmporioArmaniandadditionallineswithArmaniJeansandArmaniExchangethatarepositionedatalowerpricepointcomparedtothemainline(ArmaniExchangesellsclothesandaccessoriesforapricerangebetween€50and€300,whilstGiorgioArmanisellsitemsthatonaverag

7、earepricedfarabove€1,000).Brandextensionhasalsotakentheformofcategoryextension,thatbeingexpandingoutsidethecorebusiness,intoadifferentproductcategoryfromtheonecurrentlyservedbytheparentcompany(Farquhar1989).Forexample,GiorgioArmanihasenteredtheworldoffoodwithArman

8、iDolci,offurniturewithArmaniCasaandfragrancesadskincarewithArmaniCosmetics.Whilstlineandcategoryextensionsarestrategictoolsaimedatgrowingthebusinessbyre