COLLECTION NAME:
Graduate Thesis Collection
Record
Title:
Co-Branding and Logomania: The Rise or Fall of the Luxury Brand? The Effects of Co-Branding and the Logomania Trend on Luxury Brand Equity
Creator:
Kocian, Renée
Subject:
Thesis (M.F.A.) -- Luxury and Fashion Management
Subject:
Savannah College of Art and Design -- Department of Luxury and Fashion Management
Rights:
Copyright is retained by the authors or artists of items in this collection, or their descendants, as stipulated by United States copyright law.
Abstract:
“In a post-global-pandemic society, there have been many shifts in the luxury retail environment; partly due to financial effects of the pandemic, and partly because of an evolved new target customer. To extend their brand reach to other audiences, luxury brands are co-branding product through collaborations with other luxury brands or less prestigious brands. This strategy helps brands lower their price point for other target markets such as the aspirational audience. It allows for the opportunity to have a transfer of values through collaboration, and it allows for the luxury brand to extend into new designs that aren’t typically associated with them. One of the trends that co-branded collaborations tend to run to is logomania. Logomania is a way for brands to have their representation shown in co-branded products in a bold and vibrant way. They plaster their products with logos of both brands and call it fashion, however some luxury customers find the trend as well as co-branded products themselves unappealing and damaging to the luxury brand. This master’s thesis studies the way in which co-branded collaborations and logomania affect luxury brand equity, how the luxury brand changes in the consumer’s perspective, and whether that change is for the better or worse. This is studied through secondary research regarding co-branding, logomania, and brand equity, as well as through a primary research survey questioning both the traditional luxury consumer and the aspirational audience. Individual interviews with professionals in the fashion industry also help to give a well-rounded view of co-branding and the logomania trend. The results of this study have shown that luxury brand equity does indeed dilute in the presence of co-branding and logomania but that there are ways for luxury brands to combat such dilution and still use co-branding and logos in their strategy.” –Abstract
Keywords: aspirational audience, brand equity, co-branding, collaboration, logomania, luxury, traditional luxury customer.
Keywords: aspirational audience, brand equity, co-branding, collaboration, logomania, luxury, traditional luxury customer.
Publisher:
Savannah, Georgia : Savannah College of Art and Design (Atlanta)
Date:
2022-05
Format:
1 online resource: 1 PDF (Thesis, 183 pages, color illustrations, graphs)