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.


Keywords:
Conference Type:
full paper
Faculty:
Economie et Services
School:
HEG Arc
Institute:
Institut du Management et des Systèmes d'Information
Subject(s):
Economie/gestion
Publisher:
Hong Kong, China, 21-24 July 2016
Date:
Hong Kong, China
21-24 July 2016
2016
Pagination:
pp. 426-435
Published in:
Proceedings of the Global marketing conference 2016
DOI:
Appears in Collection:



 Record created 2016-10-18, last modified 2019-06-11

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