Personality-Driven Luxury Brand Management

14 Pages Posted: 17 Sep 2018

See all articles by Klaus Heine

Klaus Heine

East China Normal University (ECNU) - School of Business

Glyn Atwal

ESC Rennes School of Business

Sandrine Crener-Ricard

Harvard Business School

Michel Phan

East China Normal University (ECNU)

Date Written: February 2018

Abstract

This paper combines the brand personality and brand anthropomorphization concepts and introduces the notion of personality-driven brand management especially for the context of luxury branding. A central part of this paper is a study about the major dimensions of luxury brand personality. Results suggest that there exist five distinct luxury personality dimensions including tradition, modesty, elitism, eccentricity and sensuality. They help brand managers to develop distinct brand personalities by encouraging them to decide between contrasting traits. After presenting the major strategies to bring a luxury brand personality alive, the paper discusses the benefits of personality-based brand management and concludes with some major lessons learned.

Keywords: Luxury branding, Brand identity, Brand personality, Anthropomorphization

Suggested Citation

Heine, Klaus and Atwal, Glyn and Crener-Ricard, Sandrine and Phan, Michel, Personality-Driven Luxury Brand Management (February 2018). Journal of Brand Management, Vol. 25, Issue 5, 2018. Available at SSRN: https://ssrn.com/abstract=3245120 or http://dx.doi.org/10.1057/s41262-018-0090-8

Klaus Heine (Contact Author)

East China Normal University (ECNU) - School of Business ( email )

Shanghai 200041
China

Glyn Atwal

ESC Rennes School of Business ( email )

Rue Robert d'arbrissel, 2
Rennes, 35000
France

Sandrine Crener-Ricard

Harvard Business School

Soldiers Field Road
Morgan 270C
Boston, MA 02163
United States

Michel Phan

East China Normal University (ECNU) ( email )

North Zhongshan Road Campus
3663 N. Zhongshan Rd.
Shanghai, 200062
China

Register to save articles to
your library

Register

Paper statistics

Downloads
1
Abstract Views
47
PlumX Metrics