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From Authority to Lifestyle: A Mapping of Symbol Intensive Brands

In: Lifestyle Brands

Author

Listed:
  • Stefania Saviolo
  • Antonio Marazza

Abstract

We propose a classification of symbol intensive brands as a function of their choices in terms of competitive scope and type of benefit offered the to the customer. In particular: 1. the scope depends on the number of market segments served by the brand (e.g. by age, gender, price range, product categories, occasions of use). According to these dimensions, the brand typically covers a narrow scope when it focuses on a single product/segment; expands its territory when it adds profitable market segments through line extensions and related categories (e.g. a brand that goes from clothing to leather accessories or eyewear, or from menswear to womens-wear), and finally covers a broad scope when it offers in different uncorrelated segments a wide range of products or services (e.g. a brand that goes from clothes to hotels); 2. The type of benefit is structured according to a reinterpretation of the taxonomy recently presented by David Aaker.1

Suggested Citation

  • Stefania Saviolo & Antonio Marazza, 2013. "From Authority to Lifestyle: A Mapping of Symbol Intensive Brands," Palgrave Macmillan Books, in: Lifestyle Brands, chapter 3, pages 35-57, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-28593-5_4
    DOI: 10.1057/9781137285935_4
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