Title

Branding: A Contemporary Marketing Tool for Luxury Brands

Creator

Gomez, Demie Ellaine

Abstract

Traditional luxury branding has been defined by exclusivity, prestige, heritage, and symbolic value creation. However, in a changing world, luxury branding theory evolves as well, transforming how luxury companies maintain its branding. Technological innovations, social media and digital adoption, shifting social values, and sustainability expectations are reshaping the classical theories in luxury branding. This paper synthesizes articles that discuss these significant shifts in luxury branding theories, using only the most recent, seminal literature. It is organized into four main themes, each building context from traditional luxury branding knowledge and highlighting new luxury branding theories.

Keywords

branding

luxury

luxury branding

Subject

Brand Management

Date Available

May 27, 2026

Type

Poster

Course

MK3134 L5 Brand Management

Instructor

Doukas, Angelos

Session

Poster Session

Location

Student Lounge - Main Corridor

Meet the Artist Time

May 27: 12.00 - 15.00

Event

Year 2026 | 10th Annual Student Research and Creative Arts Symposium