Building strong luxury brand in Swiss watchmaking industry

Bashutkina, Maria (Haute école de gestion Arc, HES-SO // Haute Ecole Spécialisée de Suisse Occidentale)

The aim of this article is to explore and to sum up essential elements in building a strong luxury brand. Contribution of this article to the academic discussion on branding is in critical review of the literature and collection of empirical insights from the Swiss watchmaking industry. The novelty of this project lies in the «industry-based» approach to the conceptual framework development (semi-structured interviews among watchmaking industry experts). The main findings of this research are ten pillars (axes) of strong luxury brand that gather the essential elements for creation of a strong brand in Swiss luxury watchmaking industry.


Mots-clés:
Type de conférence:
full paper
Faculté:
Economie et Services
Ecole:
HEG Arc - Haute école de gestion Arc
Institut:
Institut du Management et des Systèmes d'Information
Classification:
Économie/gestion
Adresse bibliogr.:
Hong Kong, China, 21-24 July 2016
Date:
Hong Kong, China
21-24 July 2016
2016
Pagination:
pp. 426-435
Titre du document hôte:
Proceedings of the Global marketing conference 2016
DOI:
Le document apparaît dans:



 Notice créée le 2016-10-18, modifiée le 2018-02-15

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