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Value Creation for Luxury Brands through Brand Extensions1

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Luxusmarkenmanagement

Zusammenfassung

Ein Buch, das sich mit dem Management von Luxusmarken beschäftigt, darf sich nicht nur auf Strategien und bloße Techniken fokussieren, sondern muss die Klärung der Frage, was man unter Luxus zu verstehen hat, voranstellen. Dies gilt umso mehr, als dass die Ambivalenz des Luxusbegriffs und seine Konnotationen auch heute noch dazu führen, dass die Verwendung des Begriffs, wie zum Beispiel auf der Webseite der Fondazione Altagamma (2015), dem Dachverband der italienischen Luxusmarkenunternehmen, vermieden wird [29]. Anders präsentiert sich das Comité Colbert (2015) in Frankreich auf seiner Startseite: “Founded in 1954, the Comité Colbert gathers French luxury houses and several cultural institutions. They work together to promote French art de vivre at international level” [16]. Die Gründe für das eine oder das andere Verhalten, die der französische Luxusmarkenforscher Kapferer (2015) im Kontext seiner Darlegungen zu den verschiedenen weltweiten Modellen des Luxus ausführlich erläutert, sollen hier nicht weiter diskutiert werden [42, S. 182f.]. Tatsache ist jedoch, dass wir es hier mit einem Begriff zu tun haben, der eine sehr lange Geschichte hat, von dem viele verschiedene Auffassungen existieren und der bis heute kontrovers diskutiert wird. Vor diesem Hintergrund beschäftigt sich der folgende Beitrag zu Beginn mit der Definition des ambivalenten Luxusbegriffs und der Bedeutung und Akzeptanz des Luxus im Zeitverlauf. Im nächsten Schritt erfolgt eine kurze Einführung in die Besonderheiten des Geschäfts mit Luxusgütern und die Klärung der Frage, welche Bedeutung der Marke für den Erfolg dieses Geschäftsmodells zukommt. In Anlehnung an die einschlägigen wissenschaftlichen Erkenntnisse werden anschließend die wichtigsten Merkmale von Luxusmarken identifiziert und beschrieben. Nachdem die Trennung zwischen Luxusmarken und Premium-, Mode- und Lifestyle-Marken nicht immer ganz einfach und eindeutig ist und die viel diskutierten Markerweiterungen der Luxusmarken in die anderen Geschäftsfelder heute vielfältige Chancen und Risiken für die Unternehmen darstellen, schließt dieser Beitrag mit der Beschreibung der begrifflichen Grundlagen und der Verbindungen und Abgrenzungen zwischen diesen unterschiedlichen Markenkonzeptionen.

1 Originally published in Marketing ZFP – Journal of Research and Management, 35(2), 91-103, 2013. Published with kind permission of © Verlag C.H. Beck and Verlag Vahlen 2013. All rights reserved.

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Notes

  1. 1.

    To test for effects of unobservable consumer heterogeneity, we estimated several latent class structural equation models in MPLUS 7. A two-class solution was derived from the analysis, in which the relationship between attitude towards the extension and attitude towards the parent brand is stronger for the first class of approx. 60% of the sample (β = .48, p < .01) and insignificant for the second class (β = .08, p > .1). However, our post-hoc analysis of class-differences based on observable segment characteristics such as age, gender, and income only shows differences in income, which is slightly higher in the second class.

  2. 2.

    To rule out the potential explanatory effect stemming from attitude towards the parent brand before the extension was introduced to the participants of our study, we ran a second model acknowledging the potentially confounding role of ‘attitude towards the parent brand’ (pre-extension). Results revealed a significant and positive effect, however, the effect originating from ‘attitude towards extension’ on ‘attitude towards parent brand (post-extension)’ remained significant and positive as well. We thank an anonymous reviewer for this advice.

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  1. Carmen-Maria Albrecht
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  2. Christof Backhaus
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  3. Hannes Gurzki
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Editors and Affiliations

  1. Hochschule München, München, Germany

    Werner M. Thieme (Professor für Marketing, Fakultät für Betriebswirtschaft) (Professor für Marketing, Fakultät für Betriebswirtschaft)

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Albrecht, CM., Backhaus, C., Gurzki, H., Woisetschläger, D. (2017). Value Creation for Luxury Brands through Brand Extensions1 . In: Thieme, W. (eds) Luxusmarkenmanagement. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-09072-2_13

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