Leveraging Luxury Brands: Prevailing Trends and Research Challenges

This conceptual paper revolves around trends and research challenges in luxury brand management for the future. Four broad research trends are identified and discussed. First of these is the issue of country cannibalization at the strategic and tactical level. Second, is the issue of make-and-buy brand portfolios, revolving around how brands can be acquired from the market and internalized with the portfolio, and how brand managers think in relation to this. Thirdly, the issue of luxury partner branding is discussed in relation to modifier and modified brands, and their relation towards and between each other. Finally, the issue of old brand extensions is developed and discussed in depth.