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A semiotic analysis of the extendibility of luxury brands

Abstract : Purpose – Considering a long-term perspective and the discourse directly emitted by brands, the aim is to study how can brand extension potential be predicted through the analysis of brand contracts? Design/methodology/approach – Considering a long-term perspective and the discourse directly emitted by brands, the aim is to study how can brand extension potential be predicted through the analysis of brand contracts? Findings – Three groups of brands are identified: brands anchored in both determination and mastery contracts defined as open (high extendibility); brands anchored in a determination contract defined as open, as well as in a mastery contract defined as closed (low extendibility); brands anchored in a mastery contract defined as open as well as in a determination contract defined as not closed (high extendibility, but risks of diluting the brand value). Research limitations/implications – Compared with extensions actually developed by these brands, the results are discussed and strategies are proposed to maximize the long-term brand development when the brand extension potential is low. Only studied on products, it would be interesting to complete this analysis in services. Originality/value – The main contribution is the focus on brand narratives and contracts to predict the brand extensibility of luxury brands. Structural semiotics provides another original insight.
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Submitted on : Tuesday, June 6, 2017 - 11:42:07 AM
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Nathalie Veg-Sala, Elyette Roux. A semiotic analysis of the extendibility of luxury brands. Journal of Product and Brand Management, Emerald, 2014, 23, pp.103 - 113. ⟨10.1177/076737019501000202⟩. ⟨hal-01525472⟩

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