Co-Branding between Luxury Fashion Brands and Mass Fashion Brands

Informace o vysokoškolské kvalifikační práci

Název práce:
Co-Branding between Luxury Fashion Brands and Mass Fashion Brands
Autor práce:
Khaustova, Svetlana
Typ práce:
Diplomová práce / info:eu-repo/semantics/masterThesis
Vedoucí práce:
Karlíček, Miroslav
Osoba oponující práci:
Lhotáková, Markéta
Jazyk práce:
English
Abstrakt:
This master thesis investigates a relatively new phenomenon of co-branding between luxury and mass fashion brands. Through exploratory research of the fashion industry with respect to its main segments: luxury and mass fashion, specific and distinctive features of each segment are identified, in order to provide the basis for understanding the practice of fashion and the fashion branding. Further, a thorough study of co-branding in the framework of brand extension and strategic alliances identifies opportunities and threats involved with this practice; and proves the assumption that co-branding holds great potential as a strategic tool for brand activation and democratization of luxury. The objective of the thesis is to present an analysis of the real life cases of co-branding between luxury and mass fashion brands, determining positive and negative effects attached to the image of the two brands with adoption of the strategy. Moreover, the analysis aims to develop a guide for successful co-branding strategy in the luxury goods market.
Klíčová slova:
Democratization of luxury; Luxury fashion brands; Fashion industry; Co-branding; Brand activation; Mass fashion brands

Informace o studiu

Studijní program a Studijní obor:
Ekonomika a management/International Business - Central European Business Realities
Typ studijního programu:
Magisterský navazující studijní program
Jméno přidělované hodnosti:
Ing.
Instituce přidělující hodnost:
University of Economics, Prague
Název fakulty:
Faculty of Business Administration
Název katedry:
Department of Marketing
Instituce archivující a zpřístupňující VŠKP:
University of Economics, Prague

Informace o odevzdání a obhajobě

Datum zadání práce:
13. 11. 2012
Datum podání práce:
20. 5. 2013
Datum obhajoby:
18.09.2013

Soubory ke stažení

Hlavní práce:
40289_xkhas02.pdf [5,15 MB]
Veřejná příloha:
9036_xkhas02.pdf [113,31 kB]
Oponentura:
34253_lhom01.pdf [8,32 kB]
Hodnocení vedoucího:
40289_karlm.pdf [326,96 kB]

Údaje ze systému InSIS

Identifikátor:
https://insis.vse.cz/zp/40289/podrobnosti