Balansgången mellan kommersiell framgång och exklusiv image : ‐ Att lyckas med varumärkesutvidgning nedåt av lyxvarumärken
Many luxury companies within the fashion industry today choose to extend their brands downwards in order to reach new customer segments and hence increase their profitability. A brand extension strategy that leverages the core values of the luxury brand is a n...
| Main Authors: | , |
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| Format: | Others |
| Language: | Swedish |
| Published: |
Uppsala universitet, Företagsekonomiska institutionen
2011
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| Subjects: | |
| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-151991 |